Diversity

#DiverseTalentMatters with 180LA’s ECD, Rafael Rizuto

Hailing for Brazil, Raf started his career in his home country before moving to work in Dubai for 10 years and finally landing in LA where he now heads up the creative department of 180la. Rafael Rizuto has quite an extensive resume when it comes to creative experience. He has been in the game for 17 years and has been behind projects such as Boost Mobile’s Boost Your Voice, UNICEF UNfairy Tales  and Coke Happiness Refill and Crossroads. He has worked for advertising giants such as Ogilvy & Mather in Dubai, Leo Burnett Dubai, Ogilvy & Mather in Brazil, Pereira & O’Dell in San Francisco, and 180LA where he’s currently an Executive Creative Director. Raf has won an absolute bevy of awards, over 200 to be exact, including: AdAge’s 40 under 40 list in 2017, ranking #13 in Business Insider’s 30 most creative people in advertising 2016, winning 33 Cannes Lions and in 2012, helped Ogilvy & Mather Brazil to be the 3rd agency of the year, securing the O&M Network’s first ever win with the title of “Network of the Year”, being named #9 and #6 best Art Director in the world in consecutive years, Gold at the Cannes Young Lions Competition 2008, as well as serving as Jury in festivals like The Effies, Dubai Lynx, Lisbon Awards, Kyev Awards + Others.

His agency, 180LA was named Ad Age’s A-List Standout and Creativity Innovator in 2017, as well as being was among 51 U.S. companies to be recognised by the White House – and the only advertising agency – answering President Obama’s “Call to Action,” asking American companies to make measurable commitments to ameliorate the refugee crisis.

Raf has huge knowledge when it comes to diversity in the advertising industry, so we are thrilled to share what he had to say for our campaign below!

“It’s all about casting you know, I think it’s everything. Especially for storytelling, if you do the wrong casting you can ruin the ad. I just saw a beautiful ad from Lacoste; a guy following a woman on the train, they cast it so right, I couldn’t see anyone else doing that. I think casting is everything, it’s part of the craft,
People are speaking up. You see the whole empowerment of minorities, women, the LGBTQ community, people are finally waking up to diversity,
We live in a diverse culture. You cannot be tone deaf,
A great example of how a brand can do it wrong is what happened with Pepsi. I’m pretty sure if they had diversity in the creative department when they were coming up with the idea they wouldn’t have done what they did
To tell human stories we have to show humans. The more diverse people you put in a room to come out with an idea the best the outcome is going to be.”

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