I’m Rafael Gonzaga, also known as Rafa.
I currently serve as EVP, Executive Creative Director at WEST BBDO, leading the creative department across the offices in Los Angeles, San Francisco, and Dallas.
Before joining BBDO, I was Executive Creative Director at Grey West, leading both the Los Angeles and San Francisco offices and serving on Grey’s North America and Global Creative Councils. Prior to moving to the United States, I had a lot of fun helping lead the creative transformation of Grey Brazil—turning an office without a creative reputation into the most awarded agency in Brazil for two consecutive years, and helping position it among Cannes’ Top 10 Agencies of the Decade in Latin America. That success paved the way for Grey LATAM to win back-to-back Cannes Lions Regional Network of the Year titles in 2017 and 2018.
Throughout my career, I’ve had the privilege of working with many talented creatives and clients, which has helped me build a long history of consistent wins at the world’s leading creative festivals. Over the past decade, working at four agencies across two countries, I have maintained an award-winning streak every year, including at Cannes Lions, where I collected a total of 32 Lions and a Grand Prix. Some of my campaigns have earned top honors—Gold or Grand Prix—at major shows including Cannes Lions, The One Show, D&AD, Effies, Clios, LIA, NY Festivals, El Ojo, and many more. Some have also received the rare distinction of winning the highest honors in both creativity (Cannes and D&AD) and effectiveness (Effies).
From the first-ever Creative Data Lion for Brazil with Meeting Murilo in 2015, to the second-ever Innovation Lion for Brazil with The Canceller and the Grand Prix–winning Corruption Detector in 2018, my work leverages innovation to address cultural tensions, applying technology to enhance human experiences and foster inclusion. I also believe in humor as a powerful device to break through into culture, with iconic projects such as Competitor’s Sale for Volvo in 2019 and Sleep With Rain for AT&T in 2024.
When I’m not at BBDO, you can find me at home in Los Angeles, taking creative direction from my life’s boss, Mia—my brilliant three-year-old daughter.
Jury Member
Cannes Lions 2025: Social & Creator shortlist
The One Show 2025: Green Pencil
Clio Sports 2024: Film
Shorty Awards 2023: Multiple categories
Shorty Impact Awards 2022: Multiple categories
NY Festivals 2020: Innovation
Lusos Awards 2016: Digital
Lusos Awards 2015: Integrated