Rafael is a writer, musician, game designer, and creative director.
About
Rafael is a creative director, writer, musician, and game designer born in Brazil and based in NYC.
At age 19, he landed a writing job to pay the bills with little clue of what he was getting into. His work helped bring Wieden+Kennedy São Paulo its first Cannes Lions, D&AD, and One Show awards, eventually making him the youngest creative director of the agency at 24 and taking him to New York.
From getting into the Guinness book for needlessly writing the longest ad ever made to directing a campaign that sent one million bottles of banned Qatari beer to Argentina at the World Cup, his work has earned 200+ international accolades and got him to work with some very cool people.
Rafael also created Sad Socket, a game studio he started with his childhood best friend as a silly pandemic hobby. They accidentally ended up making the biggest Brazilian videogame to date, selling millions of copies and earning international recognition. As lead designer, he is now working on one of the most anticipated indie games of 2026.
He is also a musician and screenwriter who has been writing stories of questionable taste since he was a kid. Under the alter ego Late Again, he is building an indie pop career with a dozen releases, a North American tour, and a few million streams on Spotify. Not enough streams to pay for the tour’s gas, mind you.
SELECTED PRESS
AS CREATIVE DIRECTOR
How Budweiser Salvaged Its World Cup - The New York Times
Brazil wins Gold Lion in Film - O Estado de São Paulo
Official 2022 World Cup Song Revealed - Billboard
Old Spice Breaks World Record - The Drum
Team That Will Represent Brazil In Cannes Revealed - Propmark
Interview With Melo, Ferraz, and Paiva - AdLatina
AS GAME DESIGNER
9 Kings Is A Game A Need You All To Play - Vice
Don't Sleep On 2025's Best Roguelike - ScreenRant
9 Kings Sold 400k Copies In A Week - WN
Interview With Sad Socket Founder - Game*Spark
AS LATE AGAIN
The Stages of Brazilian Multi-Hyphenate Artist Late Again - Jazztimes
Identity and Nostalgia In New Late Again Work - Billboard
From Brazilian Beaches To Brooklyn Bedrooms - Grimy Goods
10 Artists To Keep An Eye Out For - KALTBLUT
Awards and recognitions
(Full list here)
CANNES LIONS
Titanium - Bring Home The Bud - Budweiser
Gold - Film - The Endless Ad - Old Spice
Gold - Film Craft - Dark Chocolate Humor - Lacta 5Star
Silver - Creative Effectiveness - Bring Home The Bud - Budweiser
Silver - PR - Bring Home The Bud - Budweiser
Silver - Film - The Endless Ad - Old Spice
Bronze - Creative Strategy - Bring Home The Bud - Budweiser
Bronze - Media - Bring Home The Bud - Budweiser
Bronze - Film - The Endless Ad - Old Spice
Bronze - Entertainment - P.T.E.N.M.R.C.I.T.F.H.T.B - Old Spice
Shortlist - Media - Obstructed Brews - Coors Light
Shortlist - Media - Obstructed Brews - Coors Light
Shortlist - Creative Effectiveness - Bring Home The Bud - Budweiser
Shortlist - PR - Bring Home The Bud - Budweiser
Shortlist - Creative Strategy - Bring Home The Bud - Budweiser
Shortlist - Design - BudMag - Budweiser
Shortlist - Film - The Endless Ad - Old Spice
Shortlist - Entertainment - P.T.E.N.M.R.C.I.T.F.H.T.B - Old Spice
CLIO
Gold - Integrated - Bring Home The Bud - Budweiser
Gold - Out Of Home - Bring Home The Bud - Budweiser
Gold - Social Media - Bring Home The Bud - Budweiser
Gold - Medium Innovation - Bring Home The Bud - Budweiser
Gold - Music - The World is Yours to Take - Budweiser
Gold - Film - The Endless Ad - Old Spice
Gold - Digital - The Endless Ad - Old Spice
Silver - PR - Bring Home The Bud - Budweiser
Silver - Sports PR - Bring Home The Bud - Budweiser
Silver - Social Media - Bring Home The Bud - Budweiser
Silver - Experience - Bring Home The Bud - Budweiser
Silver - Design - Budmag - Budweiser
Silver - Design - Vinyl Coasters - Budweiser
Silver - Collaboration - Vinyl Coasters - Budweiser
Bronze - Ambient - Bring Home The Bud - Budweiser
Bronze - Effectiveness - Bring Home The Bud - Budweiser
Bronze - Design - Budmag - Budweiser
Bronze - Branded Content - Budmag - Budweiser
Bronze - Experience - Vinyl Coasters - Budweiser
Merit - Direct - Bring Home The Bud - Budweiser
Merit - Social Media - Bring Home The Bud - Budweiser
Merit - Collaboration - Vinyl Coasters - Budweiser
ONE SHOW
Silver - Social Media - Bring Home The Bud - Budweiser
Silver - Film Innovation - The Endless Ad - Old Spice
Silver - Digital Film - The Endless Ad - Old Spice
Silver - Interactive & Online - The Endless Ad - Old Spice
Silver - Animation - Dark Chocolate Humor - Lacta 5Star
Bronze - Out of Home - Bring Home The Bud - Budweiser
Bronze - Cinematography - Future - Nubank
Bronze - TV/Cinema Film - The Endless Ad - Old Spice
Merit - Entertainment - Yours To Take - Budweiser
Merit - Effectiveness - Bring Home The Bud - Budweiser
Merit - PR - Bring Home The Bud - Budweiser
Merit - Writing - Future - Nubank
D&AD
Graphite - Original Composition - Yours To Take - Budweiser
Wood - PR - Bring Home The Bud - Budweiser
Wood - Film Innovation - The Endless Ad - Old Spice
Wood - Digital Film - The Endless Ad - Old Spice
Merit - Entertainment - P.T.E.N.M.R.C.I.T.F.H.T.B - Old Spice
Shortlist - Art Direction - Future - Nubank
Guinness World Records
Longest Commercial Ever Made - The Endless Ad - Old Spice
the CREATIVE CLUB (BRAZIL)
Grand Prix - Bring Home The Bud - Budweiser
Gold - Integrated - Bring Home The Bud - Budweiser
Gold - PR - Bring Home The Bud - Budweiser
Gold - Design - BudMag - Budweiser
Gold - Writing - Future - Nubank
Gold - Original Soundtrack - Yours To Take - Budweiser
Gold - Photography - Future - Nubank
Gold - Digital - The Endless Ad - Old Spice
Gold - Film (Campaign) - Dark Chocolate Humor - Lacta 5Star
Gold - Film Craft (Campaign) - Dark Chocolate Humor - Lacta 5Star
Silver - Art Direction - Budmag - Budweiser
Silver - Real Time Response - Bring Home The Bud - Budweiser
Silver - Direction - Future - Nubank
Silver - Film - If You Love Your Friend - Old Spice
Silver - Digital - Naked Hour - Sprite
Silver - Film - The Endless Ad - Old Spice
Silver - Film (Campaign) - Fresh Drops - Sprite
Silver - Animation - Fresh Drops - Sprite
Silver - PR - The Last Lot - Halls
Silver - Digital - The Last Lot - Halls
Bronze - Social - Bring Home The Bud - Budweiser
Bronze - Direct - Vinyl Coasters - Budweiser
Bronze - Entertainment - Horror Fest - Fanta
Bronze - Direct/Promo - Naked Hour - Sprite
Bronze - Film - Wave Man - Old Spice
Bronze - Film - The Lobster - Elo
Bronze - Film (Campaign) - 5Star Trilogy - Lacta 5Star
Bronze - Digital - 5Star Trilogy - Lacta 5Star
Bronze - Content - 5Star Trilogy - Lacta 5Star
Bronze - Content - P.T.E.N.M.R.C.I.T.F.H.T.B - Old Spice
Bronze – Film – Amigos - Old Spice
Bronze – Film – Terry vs. Dubber - Old Spice
Merit - Radio - Vinyl Coasters - Budweiser
Merit - Branded Content - Budmag - Budweiser
Merit - Film - Yours to Take - Budweiser
Merit - Editing - Yours to Take - Budweiser
Merit - Direction - Future - Nubank
Merit - Film - Future - Nubank
Merit - Photography - Future - Nubank
Merit - Digital - Rumble - W+K
Merit - Direct/Promo - Rumble - W+K
Merit - Direct/Promo - Same or Better - Fanta
Merit - Film - Health Like No One Else - dr.consulta
Merit - Digital - 48h Live Challenge - Old Spice
Merit - PR - Touch Your Deodorant - Old Spice (CD)
Merit – Digital – The Last Lot - Halls
Merit – Film – The Last Lot - Halls
Merit - Film - High Five - Old Spice
ANDY AWARDS
Grand Prix - Sports - Bring Home The Bud - Budweiser
Grand Prix - Direct - Bring Home The Bud - Budweiser
Gold - Direct - Bring Home The Bud - Budweiser
Gold - Effectiveness - Bring Home The Bud - Budweiser
Gold - PR - Bring Home The Bud - Budweiser
Gold - Events - Bring Home The Bud - Budweiser
Gold - Film - The Endless Ad - Old Spice
Gold - Digital Film - The Endless Ad - Old Spice
Silver - Digital - Bring Home The Bud - Budweiser
Silver - Events - Bring Home The Bud - Budweiser
Silver - PR - Bring Home The Bud - Budweiser
Silver - Digital/Sports - Bring Home The Bud - Budweiser
Bronze - Ambient - Bring Home The Bud - Budweiser
Bronze - Social Media - Bring Home The Bud - Budweiser
Bronze - Ambient Experience - Bring Home The Bud - Budweiser
Bronze - Digital Experience - Bring Home The Bud - Budweiser
Bronze - Film - Dark Chocolate Humor - Lacta 5Star
Andy Awards
Gold - Idea - Bring Home The Bud - Budweiser
Gold - Bravery - Bring Home The Bud - Budweiser
Gold - Idea - P.T.E.N.M.R.C.I.T.F.H.T.B - Old Spice
Shorty awards
Audience Honor - Industry - Bring Home The Bud - Budweiser
Winner - Industry - Bring Home The Bud - Budweiser
Winner - Global Campaign - Bring Home The Bud - Budweiser
Winner - Launch Campaign - Bring Home The Bud - Budweiser
Winner - Real Time Response - Bring Home The Bud - Budweiser
Wave Festival
Grand Prix - Film Innovation - The Endless Ad - Old Spice
Gold - Digital - The Endless Ad - Old Spice
Gold - Film - The Endless Ad - Old Spice
Gold - Film Innovation - The Endless Ad - Old Spice
Gold - Film (Campaign) - Dark Chocolate Humor - Lacta 5Star
Gold - Entertainment - P.T.E.N.M.R.C.I.T.F.H.T.B - Old Spice
Bronze - Film (Campaign) - 5Star Trilogy - Lacta 5Star
Bronze - Digital - 5Star Trilogy - Lacta 5Start
Young Lions Brazil
2017' Delegate
GAMESCOM
Game of the Year - 9 Kings - Nominee - 2024
Official Selection (Brazil) - Ending Tau - Winner - 2024