About me

Rafael Gonzaga is the EVP, Executive Creative Director for WEST BBDO, leading the creative department across the offices in Los Angeles, San Francisco, and Dallas.

With over 20 years of experience spanning Brazil and the ., Rafael has been at the forefront of some of the industry's most celebrated work, winning hundreds of awards, including 32 Cannes Lions and a Grand Prix. His campaigns have earned top honors—Gold or Grand Prix—at all major festivals, including Cannes Lions, The One Show, D&AD, Effies, Clios, LIA, NY Festivals, El Ojo, CCSP, and more. Several have also received the rare distinction of winning the highest honors in both creativity (Cannes and D&AD) and effectiveness (Effies). Rafael has served as a juror for several creativity awards, such as Cannes Lions, The One Show, Clio Sports, the New York Festivals, and others.

Since joining BBDO in 2021, Rafa has played a pivotal role in reshaping the Los Angeles office. Under his creative leadership, BBDO Los Angeles won its first-ever Cannes Lions and expanded across the West Coast, evolving into WEST BBDO with offices in San Francisco and Dallas. He has led work that is redefining how the largest telecommunications company in the . connects with consumers, positioning AT&T as a culturally fluent brand in a historically transactional category. His influence has driven purpose-led initiatives, contributing to historic business results and creative recognition with wins at Cannes Lions, The One Show, Clios, Effies, and more.

Before BBDO, Rafael served as Executive Creative Director at Grey West, leading the Los Angeles and San Francisco offices while contributing as a member of Grey's North America and Global Creative Councils. He was instrumental in the creative transformation of Grey's network in LATAM, turning Grey Brazil from an office without a creative reputation into the most awarded agency in Brazil for two consecutive years and winning over 30 new brands. His work helped secure Grey Brazil a spot among Cannes' Top 10 Agencies of the Decade in LATAM and paved the way for Grey LATAM's back-to-back Cannes Lions Regional Network of the Year titles in 2017 and 2018.

Rafael is a green card holder, born and raised in São Carlos, Brazil. When he's not at BBDO, you can find him at home in Los Angeles, following the orders of his life's creative director, Mia, his brilliant three-year-old daughter.

Rafael's work

Competitors' Sale | VOLVO

People's Treasury | Ron Finley Project

The Colour of Corruption

ON HOLD Music Festival | Reclame Aqui

The Real Machado de Assis | Faculdade Zumbi dos Palmares

The Canceller | Reclame Aqui

12 HOUR PERIOD ROAD TRIP | THINX

S.H.E. | Pantene

Rights of Nature | Government of Ecuador

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