Thumb_Rodolfo_Barreto

About me

Last position: Chief Creative Officer Tracylocke Brazil DDB

Concept, creativity & technology. 24 years of experience in creative departments of large agencies, leading international global brands. I am known for being a multidisciplinary professional, working on a variety of business models during my career: offline, branding, digital, brand experience & activation.

I’m passionate about challenges and skilled at setting up creative teams for business formation and expansion in a short period of time. When I think of a team, I strongly believe in diversity: people from different cultures, different genres and skills form the best equation for the best ideas. I enjoy working hands-on with all departments and I have extensive experience in creating concepts that last a lifetime. This, coupled with a wealth of experience in storytelling, makes me a highly competent structurer of ideas.

I’m an early adopter and opinion leader when it comes to innovation. I believe in technology as a religion and put my full energy into startups and ideas that change people's lives in a positive way. Many of my projects combine technology and creativity and I believe that this is the new way to communicate in the coming years.

As a screenwriter, I wrote 4 short films and I have 5 more projects under development including series, movies and a play. I have 9 awards. As a photographer, I am a collaborator of GettyImages Latam, Unsplash and 9 times awarded in the FWA. As an author, I wrote a book called "Traumas and other things that do not go out in the bath", by RSC Publisher.

Timeline_career

RECENT AWARDS & HONORS

// CANNES Bronze Health (HABITAT FOR HUMANITY - The Dissolving Poster) - 2018
// CANNES Silver PR (Woman Interrupted App) - 2017
// CANNES Shortlist Innovation (HABITAT FOR HUMANITY - The Dissolving Poster) - 2018
// CANNES Shortlist Sustainable (HABITAT FOR HUMANITY - The Dissolving Poster) - 2018
// CANNES Shortlist Health (DERMODEX - The UnPhotographed Album) - 2018
// CANNES Shortlist Health (HABITAT FOR HUMANITY - The Dissolving Poster) - 2018
// CANNES Shortlist Glass (Woman Interrupted App) - 2017
// CANNES Shortlist Mobile (Woman Interrupted App) - 2017
// CANNES Shortlist Promo (Woman Interrupted App) - 2017
// CANNES Shortlist Radio (Woman Interrupted App) - 2017
// ONU Mujeres Finalist (Woman interrupted) - 2017
// D&AD Impact Finalist (Woman Interrupted) - 2018
// THE GLOBAL AWARDS Grand Prix Good Global Award (HABITAT FOR HUMANITY - The Dissolving Poster) // 2019
// THE GLOBAL AWARDS Gold Out of Home (HABITAT FOR HUMANITY - The Dissolving Poster) // 2019
// EFFIE AWARDS Silver (Jequiti Beauty) - 2018
// THE NEW YORK FESTIVALS First Prize Outdoor Best of Use (HABITAT FOR HUMANITY - The Dissolving Poster) // 2019
// THE NEW YORK FESTIVALS Second Prize Positive World Impact / Public Service (HABITAT FOR HUMANITY - The Dissolving Poster) // 2019
// THE NEW YORK FESTIVALS Third PrizeAvant-Garde Innovative (HABITAT FOR HUMANITY - The Dissolving Poster) // 2019
// THE ONE SHOW AWARDS Merit Innovation Health & Wellness (HABITAT FOR HUMANITY - The Dissolving Poster) // 2019
// THE ONE SHOW AWARDS Merit OOH Health & Wellness (HABITAT FOR HUMANITY - The Dissolving Poster) // 2019
// NEW YORK FESTIVALS Finalist Digital / Interactive Public Service Announcements & Communications (Woman Interrupted App) - 2018
// CLIO AWARDS Gold OOH Health & Wellness  (HABITAT FOR HUMANITY - The Dissolving Poster) - 2018
// El OJO Silver OOH Innovation  (HABITAT FOR HUMANITY - The Dissolving Poster) - 2018
// El OJO Silver Environment & Sustainability (HABITAT FOR HUMANITY - The Dissolving Poster) - 2018
// EPICA AWARDS Gold Public Interest – Health & Safety (HABITAT FOR HUMANITY - The Dissolving Poster) - 2018
// AD STARS Shortlist Film (DERMODEX - The UnPhotographed Album) - 2018
// AD STARS Shortlist Design (DERMODEX - The UnPhotographed Album) - 2018
// AD STARS Shortlist Media (DERMODEX - The UnPhotographed Album) - 2018
// AD STARS Shortlist Print (DERMODEX - The UnPhotographed Album) - 2018
// BRAZIL CREATIVE CLUB (CCSP) Shortlist Design (VANISH WHITE - No Stain Sauces) - 2018
// BRAZIL CREATIVE CLUB (CCSP) Shortlist Direct (JONTEX - Edible Candy Wrapper) - 2018
// BRAZIL CREATIVE CLUB (CCSP) SIlver Direct (DERMODEX - The UnPhotographed Album) - 2018
// BRAZIL CREATIVE CLUB (CCSP) In-Book Branded Content (DERMODEX - The UnPhotographed Album) - 2018
// BRAZIL CREATIVE CLUB (CCSP) Shortlist Branded Content (DERMODEX - The UnPhotographed Album) - 2018

 
// New York Festivals Global Awards Grand Jury - 2018
// Lürzer's Archive Book 3 (Woman Interrupted App) - 2017
// TEDx São Paulo Brazil Official Selection (For the Right of the Full Speak Woman Interrupted App) - 2017

 AS A SPEAKER

 
// GLOBAL CUSTOMER ENGAGEMENT FORUM & AWARDS Speaker (COVID-19 & AFTER) - 2020
// CANNES WINNERS Speaker (ONLINE, ONLIVE, ONLIFE.) - 2018
// CANNES WINNERS 2017 Speaker (THE POWER OF “NO”.) - 2017
 

AS A SCREENWRITER

 
// CEARÁ IBERO AMERICAN FILM FESTIVAL, BRAZIL Best Original Script (Last one flight) - 2013
// KOLKATA INTERNATIONAL FILM FESTIVAL, INDIA Best Film (Satúrnica) - 2014
// SAN SEBASTIAN FILM FESTIVAL, MEXICO Great Award (Satúrnica) - 2014
// SAN LUIS POTOSI INTERNATIONAL FILME FESTIVAL, MEXICO Best International Film (Satúrnica) - 2014
// DELHI INTERNATIONAL FILM FESTIVAL Honor Film Award (Satúrnica) - 2013
// LOS ANGELES CINEFEST, USA Official Selection (A piece of you) - 2015
// NEW YORK FILM WEEK, USA Official Selection (A piece of you) - 2015
// MOVE ME SHORTFILM FESTIVAL, BELGIUM Official Selection (A piece of you) - 2015
  

 AS A PHOTOGRAPHER

 // GETTYIMAGES LATAM Collaborator - 2010
 // Unsplash Collaborator - 2019
// MUBE MUSEUM Introducing Brazil to Flickr One of the 28 selected photographers - 2008
// FWA Photo of the day (Canons & Canon) - 2015
// FWA Photo of the day (China Walkers) - 2015
// FWA Photo of the day (Dancing Butterfly) - 2012
// FWA Photo of the day (Hungry Capital) - 2012
// FWA Photo of the day (Naked Death) - 2012
// FWA Photo of the day (Sharpen Nightmares) - 2010
// FWA Photo of the day (Mad Sexy Wishes) - 2009
// FWA Photo of the day (Sea Ways) - 2007
// FWA Photo of the day (A fish to my dragon) - 2005
  

 AS A BOOK AUTHOR 


// TRAUMAS AND OTHER THINGS THAT DO NOT GO OUT IN THE BATH RCS Publishing

SOME CLIENTS

Automotive  //  Mitsubishi Motors, Peugeot, Citroën
Tech Companies  //  Samsung, Sony
Telecom  //  Claro, Telefonica, NET
Foods&Drinks  //  Pepsico, Hershey’s, Gruppo Campari, Parmalat
Cosmetics  //  L’Oréal, Gillette, Jequiti
CPG  //  Reckitt Benckiser, Unilever, Pão de Açúcar 
Health  //  Reckitt Benckiser, Smithkline Beecham
Fashion  //  Hering, Arezzo
Financial Companies  //  Itaú, Bradesco, American Express

EDUCATION & TRAINING

// ESPM RIO - Advertising & Marketing
// ROBERT MCKEE - Screenwriting
// B_ARCO - Screenwriting

 

WORK EXPERIENCE

 

Shopper

Experience

2019-2020

Chief Creative Officer - TracyLocke Brazil DDB

TracyLocke is a brand new agency in Brazil and born with huge accounts as Heineken, Diageo, Burger King, Jhonson &Jhonson, Pfizer, Libbs, Sanofi, Claro, Etna, JHSF and Itaú. My role was transform TracyLocke into a power creative house and we achieve 8 international awards.

 

Full

Service

2015-2018

Executive Creative Director - BETC (Havas Group)

2015. BETC had just opened a branch office in Brazil and I was already a fan of the work they did in France. As Creative Director, my first job was the Peugeot pitch, and after that victory and a few others, I saw the agency grow from 25 to 105 people in 1 year. My team consisted of 30 creative staff and we worked for Peugeot, Parmalat, Hering and Pão de Açúcar. A year ago, BETC joined HAVAS, becoming a single agency. I was promoted to Executive Creative Director, leading a team of about 50 creative guys and working, in addition to the previous accounts, for Citroën, Parmalat, Reckitt Benckiser, PepsiCo, among others.

 


Live

Marketing

2012-2015

Creative Director - Tudo (Omnicom Group)

In 2012, I was invited to work at Tudo, an Omnicom Group agency, as a Creative Director. After a few years working with digital, I started to be very interested in the "internet of things". This wasn’t a “trend toppic” in 2012, but I wanted to make creativity and technology one single thing. A great example of this was the "Heart Bell", made for Banco Itaú during the World Cup season.

 


Digital

2004-2012

Creative Director - LOV (Dentsu Group), One Digital (Publicis Group), Fbiz (WPP Group)

In 2004, Brazil was starting its digital movement with the launch of Google in the USA. I realized that this movement would change communication forever and then I decided to move to São Paulo.

LOV (Dentsu Group) was my first entirely online agency. In addition, it was also the first time I held a leadership position of a creative team. I worked for Mitsubishi Motors, TAM Airlines, Sony Electronics and NET (the biggest Cable TV company in Brazil).

My second step was One Digital (Publicis Group). It was my first job as a Creative Director, leading a team of 20 creative guys and working for Samsung, American Express and Bradesco (one of the most powerful Financial institution in Brazil).

Then, I was invited by Fbiz and that was a great challenge. They were known for being a digital production company and our job was to turn it into an advertising agency. My first job was a pitch for Itaú (a large bank in Brazil) and the accounts of more than 15 Unilever products (Omo, Close-up, Hellman's, etc), the whole Gruppo Campari (Campari, Aperol, SKYY Vodka, etc) and Pepsico. In just 2 years, the agency was bought by the WPP group, becoming one of the largest online agencies in the country.

 


Branding

2003-2004

Head of copy - GAD Design

In 2003, I left Script Communication and the “offline world” to dedicate my time to the launch of Claro, one of the main telecommunication companies in Brazil. At GAD Design, my responsibility was coordinate the naming studies and the brand’s entire communication language with the market and the consumer.

 


Offline

1996-2003

Copywriter - McCann Erickson, Z+G Grey, Script Communication

I started my career in 1996 as a Copywriter at McCann Erickson Rio, working for accounts such as L'Oréal, Esso (Exxon), Gillette and MEC (Brazil Ministry of Education). I was then invited to join the team at Z+G Grey, where I worked with Smithkline Beecham, Levi’s, Furnas and CSN. After a few awards, I became part of the creative group at Script Communication, creating for Repsol, Iguatemi Shopping, Lance Daily Sports, among others.

  


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