Felipe Braz Costa’s path into the creative industry began in an unexpected place, watching Brazilian soap operas with his grandmother. While the shows provided entertainment, it was the commercial breaks that captured her imagination, sparking lively debates about ads, strategy, and storytelling. Those early moments planted the seed for Felipe’s career, teaching him to look at creativity not just as art, but as a way to connect with people on a deeply human level. That perspective carried him from an internship at a small agency in Brazil to becoming Executive Creative Director at Edelman EMEA, where he now leads work across major clients in food, beverage, and beyond.

Today, based in Madrid, Felipe draws inspiration from his rural family roots, skateboarding subculture, and a lifelong curiosity about culture and people. His career reflects a philosophy of blending diverse perspectives, embracing tension, and crafting ideas that move beyond advertising to provoke thought and spark real change. In this interview, he shares insights from his journey, his views on technology and AI, and the values that continue to guide his work in shaping the future of creativity.

How did you first get into the industry?

Source: my grandmother. She was obsessed with Brazilian soap operas and would never miss a single one. But over time, I realized that what she truly loved were the commercial breaks. She would comment on every ad, laugh, critique, reflect, and compare products like a true strategist. She genuinely understood the craft and could have been an incredible Mad Woman. Watching TV and discussing brands with her became our little ritual. That was when the seed was planted.

My first real contact with the industry came while I was studying at university in Brazil. I started as an intern and eventually moved into a full-time role at a small agency that focused on B2B clients in shipping, customs, and logistics. It might sound like a dry category, but it was actually a creative playground. We had the freedom to experiment and have fun with ideas, regardless of the sector. I was fortunate to work with generous and talented people who encouraged me to grow. Because it was a sector completely outside my personal universe, it taught me to develop a creative lens that seeks out different perspectives. That mindset has stayed with me ever since.

Where are you based now and who do you work for?

I am currently based in Madrid, working at Edelman across the EMEA region. One of my key responsibilities is leading creative for our food and beverage portfolio, working closely with teams across different markets. I also collaborate with our global network on specific clients and projects, which keeps me constantly connected to new perspectives and learning from our brilliant people around the world.

What is your personal background and what role did it play in your career?

My family comes from very rural regions, in Rio Grande do Sul and in the southwest of Paraná, with strong Italian immigrant roots and a simple, countryside lifestyle. I was born in Curitiba, the capital of Paraná, which is far from the classic Brazilian stereotype of sun, samba, and beaches. But we do have football. The city is divided between green and red. The green side is wonderful.

Curitiba is known for its cold weather and unpredictable rain. Sometimes you can experience all four seasons in a single afternoon, which definitely trains your creativity, if only to survive. Even growing up in a more urban environment, I never lost the connection with my roots.

Another important part of my background is skateboarding. I have been skating since I was a teenager, and that subculture became a second school for me. While most of my peers were immersed in mainstream culture, I lived inside a parallel world, with its own codes, values, and visual language. That was also when I first became aware of design and art direction. It trained my eyes to find meaning in unexpected places and to approach problems from unusual angles.

That entire context shaped me in ways I only came to understand later. It taught me to listen and observe before acting, to look beyond the surface, and to always search for the human layer in every idea. I believe some of my best work comes not from thinking like a marketer, but from thinking like someone who has learned to see the world differently.

If you weren’t in your current industry, what would you be doing?

Probably making a good coffee somewhere and doing something connected to skateboarding, design, and art. Ideally all at once.

Can you explain your creative process? What makes it unique?

I believe in a creative process that is built on diversity. The more varied the perspectives around the table, the richer the thinking. When I do not have that diversity naturally available, I try to simulate it by stepping into different mindsets, imagining different contexts, and examining the challenge from as many angles as possible.

Above all, it starts with people. I try to see things from the audience’s point of view. What matters to them? What is happening in their culture, their day-to-day, and their feed? From there, I look at how the brand can connect in a way that feels true, not just relevant.

Once that connection is clear, I ask myself what this brand is actually doing for this audience. Are we inspiring action? Are we solving a real issue? Are we changing a behaviour, a perception, or a routine? Creativity needs to lead somewhere. It needs to create impact, not just attention.

How would you describe your style?

I like to think in ideas that have no fixed format. I aim to create work that does not feel like advertising, the kind of ideas that poke, provoke, or move people.

I am obsessed with tension. I always try to understand the audience’s perspective and look for that uncomfortable space where something true meets something new. That is often where the most interesting work happens, where brands can connect with people by solving something real.

Which individuals do you gain inspiration from? Do you have any heroes in the industry?

So many incredible creatives have influenced me that it is hard to list them all. I have been lucky to work alongside some of the people I truly admire, like Judy John, our Global Chief Creative Officer. That is a privilege I deeply value.

If I think about the people who shaped the way I see creativity today, there are a few who left a lasting mark. The most iconic, and still my all-time favorite, is Bill Bernbach. He was far ahead of his time, a true visionary who understood that creativity was about human truth, not just clever lines.

From Brazil, I was heavily influenced by legends like Washington Olivetto, Marcelo Serpa, and Fabio Fernandes. The work created by F/Nazca during its peak was simply groundbreaking. The same goes for the brilliant team at Ogilvy Brazil under Anselmo Ramos in the early 2010s. Their ability to build clever and culturally relevant work helped shape an entire generation of creatives.

On the Latin scene, I still remember how powerful it felt to discover the work of Chacho Puebla and the Leo Burnett Iberia team while I was still living in Brazil. It opened my mind to a whole new way of thinking. Today I keep an eye on talents like Diego Medvedocky at Grey, Gustavo Lauria at We Believers, and Anselmo Ramos and Gastón Bigio at GUT. Latin talent is everywhere now, and it is incredible to watch.

I cannot forget icons like Dan Wieden, Lee Clow, and David Droga. Their work defined eras and expanded what we believed creativity could do.

People like Richard Brim, Chaka Sobhani, Greg Hahn, and Harjot Singh constantly remind us that creativity is still one of the most inspiring spaces to be in. They continue to show that great ideas can still shift conversations, move people, and create real impact.

What tips would you give to aspiring creatives looking for work?

Don't take yourself too seriously.

Question everything.

Be stupid.

Enjoy the pain of impostor syndrome. It is helpful. You're going to learn from it.

Never lie to the audience, and never underestimate them.

Stay far away from the sentence "we need to check this with the legal department." They are paid to say no. This is probably not true, but the advice is genuine. Keep away from them.

If you have the opportunity to choose, choose to work with and for good people.

Work with passion and love, and try hard to avoid mediocrity.

Keep your body healthy.

Keep your mind healthy.

Always enjoy and treat Italian food with great respect.

Be resilient. Most of the ideas you are going to have will be killed. This is part of the work. Learn how to manage your frustrations.

Trust your gut.

Don't let boring people win.

And if you ever get the chance to create ideas that can change things for good, work harder than ever.

What tips would you give to other professionals to get more clients?

I believe there are different approaches and different types of professionals. But there is one thing that matters now more than ever, especially for creatives.

Know more about business. Understand your client’s sector, what they do, and what they truly need. Figure out what keeps them up at night, and propose solutions for that. The more you speak their language, the easier it becomes to earn their trust and unlock opportunities that go beyond the brief.

Can you share a memorable experience from your career journey that shaped your approach to creativity?

I once led a campaign that was nearly pulled because it made the client feel slightly uncomfortable. Not because it was wrong, or because he disagreed with it, but because it touched on something far beyond his direct responsibilities at that moment.

Even so, he believed in the idea. We worked together to help him present and defend it with other departments. Over time, the idea was no longer just ours. It became his idea too.

Seeing a client genuinely excited and standing up for creative work was incredibly rewarding. It taught me the value of involving clients in the process early, not just for approvals, but for building something together. When they feel part of the idea, they fight for it. That experience changed the way I think about collaboration and reminded me that creativity is always stronger when it is shared.

What kind of tools/kit/software could you not do without?

For me, the best tool is keeping my mind fed and my curiosity alive. That matters more than any platform or device.

I try to expose myself to as many different things as possible. I go to exhibitions, discover new artists, listen to podcasts on completely random subjects, and talk to people outside of my usual circles. I believe that creativity comes from unexpected connections, and you need to stay open to them.

I also use my phone constantly to take notes, save references, or write down anything that catches my attention. It is less about a specific app or tool, and more about creating a habit of capturing thoughts and keeping your mind in motion.

What’s your secret to staying inspired and motivated?

I surround myself with people who are smarter and weirder than me. That alone keeps things interesting.

I constantly reset my inputs. I look for new books, new music, new subcultures, and things that challenge my way of thinking. Boredom is deadly in this job, so I make an effort to stay open and uncomfortable in the best possible way.

I also make time to explore great work from other creatives and agencies.

What’s the work achievement you’re most proud of?

There are many projects I am truly proud of, so it is difficult to choose just one. But I would highlight Wild Algorithm for the Ampara Institute. It was a powerful project, not only because of the cause, which is already remarkable, but because it opened a completely new universe for me. Understanding how algorithms work is essential to understanding how we communicate today. This project made it clear that we need to understand social media in a different way and also to educate the next generations about how it really works. It marked a creative and personal turning point.

I would also mention a project I worked on in Brazil for the Public Safety Department of Santa Catarina. It focused on building trust between local communities and the police. The campaign was based on human behavior and empathy, and it redefined how a state institution could be perceived. The police stopped being seen as distant outsiders and started being recognized as part of the community. That shift in perception changed the reality of many neighborhoods and impacted the lives of thousands of people.

These two projects are very different, but both reflect what I value most. Ideas that challenge perceptions, connect people, and create lasting change.

As someone with experience in the industry, what trends do you foresee shaping the future of creativity?

I could not say anything other than artificial intelligence. But I believe I see it a little differently than many people I have been reading or listening to.

For me, AI is not about replacing creativity or threatening what we do. It is about expanding it. AI is giving us the ability to become better human beings. And yes, we all know that it offers new possibilities, accelerates processes, and unlocks new ways of thinking and creating.

But it is not just about that. AI will definitely take on part of the work, but it will also challenge us to ask better questions, to be more curious, and to focus on the parts of creativity that machines cannot replicate. Things like intuition, emotion, empathy, soul, human insight, and love.

What do you think sets apart truly exceptional creatives from the rest of the pack?

I believe there is a very specific trait shared by truly creative people. It is not a divine gift or a superpower, but rather a unique way of seeing the world.

Over the years, I have noticed that the most inspiring creative minds I have met or worked with all have something in common. They have the ability to look at the world from different angles, perspectives, and points of view. That ability allows them to understand a problem in ways others cannot, and from there, find solutions that nobody else would have considered.

What fascinates me is that this way of seeing can come from completely different places. Some develop it through structured processes. Others through life experience. And some, through sheer stubbornness and the refusal to accept boring answers. Creativity shows up in strange ways. Sometimes it looks like discipline. Sometimes it looks like chaos. And sometimes, it looks like someone who just refuses to let go of an idea... even after the third round of feedback.

How do you think technology has influenced the creative industries and how have you adapted to these changes?

Technology has completely reshaped the creative industries. Not just by introducing new tools, but by changing the speed, scale, and nature of what we create and how people engage with it.

It made everything faster, more fragmented, and more data-driven. That can be overwhelming, but it also opened up incredible opportunities. Technology lets us test ideas in real time, collaborate across continents, and bring creative visions to life with fewer barriers.

Personally, I try to stay adaptable without becoming obsessed. I like to understand how the tools work, but I care more about how they can be used to tell better stories and connect with people in more meaningful ways.

What is the one thing that you would change about the industry?

Rather than change something, I believe we need to recover something we have partially lost over time. Creativity has always had the power to transform businesses, drive real change, and solve problems in unique and unexpected ways.

Its role has become less central than it should be. Creativity should be seen as a crucial element to help brands connect with people in honest and relevant ways. That connection does not come from efficiency or repetition. It comes from ideas that carry emotion, insight, and originality, with the power to address real cultural tensions.

We need to reinforce creativity as a core part of business thinking. Not just something that supports a strategy, but something that helps define it. When creativity leads, brands say something that matters. And people care, trust, and take action.

Any websites, books or resources you would recommend?

I really enjoy resources that feed curiosity and help shift my perspective. One podcast I always recommend is 99% Invisible. It explores the hidden design and systems behind the world around us in a way that is smart, unexpected, and always inspiring.

As for books, Your Brain on Art is a recent favorite. It offers a fascinating look at the connection between creativity, neuroscience, and human emotion.