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, and overseeing the creative product for all clients, including AT&T and WhatsApp.
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, producing award-winning work that has earned hundreds of international awards—including 32 Cannes Lions and a Grand Prix. My campaigns have also received top honors (Gold or Grand Prix) at major festivals such as Cannes Lions, The One Show, D&AD, Effies, Clios, LIA, NY Festivals, El Ojo, CCSP, and many others. Notably, two of my projects—Corruption Detector (2018) and The Colour of Corruption (2017)—achieved the rare distinction of winning the highest industry honors for both creativity (Cannes and D&AD) and effectiveness (Effies). Over the years, I’ve also served as a juror at main festivals, including Cannes Lions, The One Show, Clio Sports, New York Festivals, among many others.
When I’m not at BBDO, you can find me at home, 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