Based in New York, Rafael serves as VML’s Deputy Global Chief Creative Officer and Creative Lead for WPP Open X, the bespoke integrated agency model dedicated to The Coca-Cola Company. At the 2024 Cannes Lions International Festival of Creativity, Coca-Cola was named Creative Brand of the Year for the first time in its history—a recognition largely driven by Rafa and his team at VML, who contributed over 60% of the points for this achievement. Among their standout work was the “Thanks for Coke-creating” campaign, the brand’s most awarded initiative to date.

Previously, as Chief Creative Officer of VMLY&R São Paulo, Rafael led the agency to unparalleled success, earning the title of Track Agency at Cannes Lions for two consecutive years. This accomplishment was highlighted by the groundbreaking Starbucks I AM project, which won Latin America’s first-ever Glass Grand Prix.

Before joining VMLY&R, Rafael spent seven years as Creative Vice President at Africa DDB, during which the agency was named International Agency of the Year by Advertising Age.

With dual Chilean and Brazilian citizenship, Rafa has worked across Europe, Latin America, and the U.S., crafting campaigns for top-tier clients including Coca-Cola, AB InBev, VISA, Mitsubishi, Honda, Telefônica, and more.

Outside of advertising, Rafael is passionate about scriptwriting. He has collaborated with Paramount Pictures on various projects and co-wrote the feature film Ponte Aérea with acclaimed director Julia Rezende, which was pre-selected for the Sundance Festival. In 2024, he debuted Evidências do Amor, a romantic comedy starring Brazilian icons Fabio Porchat and Sandy Leah. The film became a major box office hit and received critical acclaim from Brazil’s leading publications.

Rafael’s creative achievements include more than 130 recognitions from Cannes Lions, including two Grand Prix and 16 Gold Lions, as well as awards from D&AD and The One Show. He has also shared his expertise as a panelist and speaker at prestigious industry events, including three major Cannes Lions Talks: You Belong with supermodel Valentina Sampaio, Hear and Be Heard with Academy and Grammy Award winner Jon Batiste, and a curated private session with SNL actor and comedian Kenan Thompson.

Holding bachelor’s degrees in Advertising and Literature, Rafa’s proudest title is closer to home: striving to be recognized as the Best Dad in the World by his 4- and 7-year-old children.