Dentsu Creative US and LATAM Rafa Rizuto invite MENA on a global mission – to use creativity as a passport to the world. 

From simple beginnings in north-eastern Brazil to Chief Creative Officer in the US, to the global stage in Dubai Lynx, where Rafa Rizuto shared his inspirational story to a packed audience this week. 

The Cannes Lions Festival dedicated to Creativity across MENA showcased Rafa’s journey as a lesson to us all – highlighting how his first international career move in the Middle East helped refine his creativity to open international doors.  

A story that comes full circle

Presenting in front of Dubai’s spectacular skyline, Rafa quoted his creative icons, “It’s amazing how far you’re willing to go when someone believes in you” as inspiring him to enter (and then win) the Young Lions competition in 2008. This began a journey where he faced and overcame many hurdles, including learning English.

Creativity is always something that fed my soul

In front of a packed crowd, Rafa questioned creativity itself, “are we all given this gift? or are we incentivised by the people around us” and shared that one thing he always does to give insight when interviewing talent is ask what their oldest creative memory is. 

He shared, “If it doesn’t challenge you, it doesn’t change you” as a mantra to the young Dubai audience. 

From Ogilvy Brasil to Perera O’Dell, 180 Los Angeles, and BBH, Rafa’s CV includes a strong array of great work and great agencies. His role today at Dentsu Creative provides him with a platform to take his creativity beyond advertising to move business, people, and society forward.  

“I always wanted to do creativity at scale. If you look at dentsu right now, in terms of capabilities – it’s a maverick.”

One particularly proud moment was the creation of Scrolling Therapy, an AI-enabled app to help people with Parkinsons exercise their facial muscles. Crossing a career spanning 17 years and 25 counties, Rafa united the crowd behind a common goal – that “if you don’t believe that creativity can change the world you are in the wrong business”.