Rafael Pitanguy of VML on the Value of Constant Questioning—and Doubts

And how big ideas connect and mobilize people

With over 20 years of experience, Rafael is currently deputy global CCO of VML. 

We spent two minutes with Rafael to learn more about his background, his creative inspirations and recent work he’s admired. 

Rafael, tell us …

Where you grew up, and where you live now.

I grew up in Rio de Janeiro and have also lived in São Paulo, Santiago and Lisbon. For the past two years, I’ve been based in New York.

How you first realized you were creative.

I’d love to say my creativity blossomed from an early fascination with clouds or Shakespeare. But honestly, it was more about finding my own way to escape the rigid thinking schools often push. I was never great at math or any subject that demanded a precise answer. My constant questioning and doubts turned out to be more valuable.

A person you idolized creatively early on.

Half of my family is from Chile, and my grandmother on that side was a painter. The vibrant colors, the smell of paint and her energetic, creative approach to every subject captivated me. She influenced our entire family and kept us connected through the artwork that hangs on walls around the world. She is hugely responsible for the path I chose, even if I didn’t recognize it at the time.

A moment from high school or college that changed your life.

At 17 or 18, like many people, I was unsure of which career to pursue. I ended up attending two universities simultaneously—one for a major in communication and advertising, and the other for literature. This made me realize that what I love about literature—the power of words to evoke emotion, captivate, tell stories and synthesize feelings—is also a huge part of advertising.

A visual artist or band/musician you admire.

I just rewatched Moonage Daydream, so I can’t help but mention David Bowie. I know it’s a bit of a cliché, but what can I say? He was always reinventing himself and pushing boundaries. I love how he blended genres and tackled complex themes like identity while connecting with millions of people for decades.

A book, movie, TV show or podcast you recently found inspiring.

I just finished reading New Yorkers: A City and Its People in Our Time by Craig Taylor. As a “new” New Yorker, it was inspiring to learn about the city through the eyes of so many different residents. These range from the man who wires the lights at the top of the Empire State Building to those who clean the windows of Rockefeller Center, folks who keep the subway running and dancers at the New York City Ballet. It added many layers of complexity while also making the city even more interesting.

One of your favorite creative projects you’ve ever worked on.

I’ll choose a feature film that I wrote: Ponte Aérea. It was launched 10 years ago in Brazil, but it still resonates and is talked about in the country. It gave me the confidence to experiment more in the blended space between advertising and entertainment.

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A recent project you’re proud of.

2024 was a great year.  We launched “Thanks for Coke-Creating,” which received significant recognition and generated a lot of buzz. Additionally, that year marked the release of “Evidências do Amor/Traces of Love,” a feature film for which I developed the original idea.

Someone else’s work that inspired you years ago. 

The work BBH London did for Levi’s, Xbox, Lynx and Johnnie Walker during the 2000s was inspiring. They told stories with such sensitivity and everything was impeccably crafted.

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Someone else’s work you admired lately.

I’ve been a huge fan of Scholz & Friends. It’s the kind of work that makes me proud to have chosen this career. Their recent piece for Frankfurter Allgemeine Zeitung is a true work of art.

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Your main strength as a creative person.

What I love about this profession are the big ideas and their ability to mobilize people. And since nothing great is born without passion, I believe that may be one of my strengths.

Your biggest weakness.

Passions can also lead to struggles. I’d love to approach everything with a lighter perspective.

A mentor who helped you navigate the industry.

Debbi Vandeven. She is responsible for turning a Kansas City agency into one of the world’s largest networks, building a unique creative legacy, and, above all, fostering a place where people genuinely believe in each other.

How you’re paying it forward with the next generation of creatives.

I’ve taught classes at advertising schools, participated in university seminars and contribute to recruitment programs within agencies.

What you’d be doing if you weren’t in advertising.

I’d probably be involved in some film project, maybe teaching. But always missing advertising.