I’m Rafael Gonzaga, also known as Rafa.
I am the EVP, Executive Creative Director for WEST BBDO, leading the creative department across our offices in Los Angeles, San Francisco, and Dallas.
With over 20 years of experience spanning Brazil and the U.S., I’ve been honored to be at the forefront of some of the industry’s most celebrated work, winning hundreds of international awards, including a Grand Prix at Cannes and 32 Lions. Some of my campaigns have earned top honors, Gold or Grand Prix, at all major festivals, including Cannes Lions, The One Show, D&AD, Effies, Clios, LIA, New York Festivals, El Ojo, and many others. Several have also received the rare distinction of winning the highest honors in both creativity, at Cannes and D&AD, and effectiveness, at the Effies.
Since joining BBDO in 2021, I have played a pivotal role in reshaping the Los Angeles office. Under my creative leadership, the BBDO Los Angeles office won its first-ever Cannes Lions and expanded across the West Coast, evolving into WEST BBDO with offices in San Francisco and Dallas. I have led work redefining how the largest telecommunications company in the U.S. connects with consumers, positioning AT&T as a culturally fluent brand in a historically transactional category. This work has helped drive historic business results and creative recognition, with wins at Cannes Lions, The One Show, Clios, Effies, and more, including the first Cannes Lion and the best business results in the history of AT&T Business.
Before BBDO, I served as Executive Creative Director at Grey West, leading the Los Angeles and San Francisco offices while contributing as a member of the North America and Global Creative Councils. I also helped drive the creative transformation of Grey’s network in LATAM, helping turn Grey Brazil from an office without a creative reputation into the most awarded agency in Brazil for two consecutive years, winning over 30 new brands in less than three years. My work helped secure Grey Brazil a spot among Cannes’ Top 10 Agencies of the Decade in LATAM and contributed to Grey LATAM being named Cannes Lions Regional Network of the Year in both 2017 and 2018.
I’m a green card holder, born and raised in São Carlos, Brazil. When I’m not at BBDO, you can find me at home in Los Angeles, following the orders of my life’s creative director, 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