2 Minutes With ... Fabiano Oliveira, CD at Saatchi & Saatchi

Fabiano swapped the formative years of his career at McCann Chile—working on Coca-Cola and Unilever—for the wider realms of Europe. After surviving and transcending the culture shock of leaving Santiago for Moscow, Fabiano moved to Bucharest, coming to grips with multinationals like Danone and Orangina. He later lived in Spain and eventually settled in Germany. 

A Brazilian-born art director, Fabiano is always seeking fresh and exciting ways to express his ideas. He believes in the power of a beautifully crafted image and in collaboration between creatives. Photography, film, blogs and social media are just a few of the channels he’s mastered.

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

Fabiano, tell us…

Where you grew up, and where you live now.

I grew up in Sao Paulo, Brazil. After living and working in several countries, I picked Düsseldorf, Germany, as my new home. 

How you first got interested in health.

I need to look back to 2012, during an interview I had at Langland. What I saw there knocked me out. The craft, the insights, the passion I felt on everything going on there transformed my perspective and the views I used to have towards healthcare advertising. The hour something I’ve spent there with the great Andrew Spurgeon propelled me towards new paths and areas. On that same year I‘ve started my journey in this amazing industry.  

One of your favorite projects you’ve ever worked on, and why.

Soundlounge music poster: There is always some excitement when you start to navigate through waters that no one haS ever seen before. The Soundlounge poster represented that for me. We wanted something traditional, but with a twist, and so we created special tiny sensors attached to a piece of paper. The result was mind blowing for me. Besides being a part of the opening for the new Elbphilharmonie, we also ended up being part of a museum exposition. Not bad for a simple poster.

A recent project you’re proud of, and why.

It is not recent, recent. It’s already three years old, but I am super proud of it. It is a project called Spread Love Not Cough. It was the first time our client was using a social media channel as its only communication channel, and it was a project with an honorable feeling behind it. We launched the campaign in Saudi Arabia and from there it went global. It always gives a special pleasure when the work we do gets to feel like more than advertising. A more recent project—it is one my team and I are working right now is a product that I have a special connection with, and I’m looking forward to sharing the results right here as soon as it’s done.

One thing about how health is evolving that you’re excited about.

Everything is evolving super fast. Cutting edge tech is popping up by the hour and all of that brings lots of excitement. The consumers know that, and they are keeping up the pace. Just look at last year, when everyone was talking about the Metaverse, and now the narrative is A.I. focused (voice, image, music, you name it). And we, as marketers, need to guide our clients with vision and passion through this constant evolution. There are many opportunities and ways to apply AI properly into preventive and retail healthcare. 

Someone else’s work, in health or beyond, that you admired lately.

This is a tricky one. There are so many new ideas in health today that makes me jealous (in a good way) and makes me think “uf … I wish that work would be mine.” Lately, the Alzheimer film, “The Glitch,” touched me in a special way. Its simplicity makes the work amazingly powerful. The team behind it managed to beautifully translate what happens to the patient’s brain, transforming an intangible illness for many into a very tangible one. Another one that I felt a deep connection is “The Bridgg” from Klick. It’s a big film with an impressive visual storytelling where you can see a huge love of the craft. 

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

I am a TV show junkie and cannot deny that I find all the extra stories around the Star Wars universe very inspiring. Always coming up with stories inside stories and with twists no one expects. Lately I feel that The Last of Us is raising the bar very high. The translation from a game plot into a TV show it is impressive, but the way they are telling the story is super fruitful. The way they are mimicking frames from the game and taking them to perfection; or how they are opening space to new stories lines, all make the show a must watch.

A visual artist or band/musician you admire.

U2 and the guy(s) behind every set design the band uses. I have discovered Willie Williams after a U2 concert. The guy is unbelievable. His vision and the way he mixes the cutting edge tech with the design is simply beautiful. Hats off to his work. The other side of this “duo” is U2, with their lyrics, melodies, how they adapted themselves to the times – all is simply inspiring. Also, I cannot deny, their songs help me to relax, find the lost focus and come up with the idea I am or was looking for days.

Your favorite fictional character.

Wile E. Coyote from the Looney Tunes cartoon. This character is for me the representation of the “never give up” philosophy. It is a true inspiration for me. No matter how bad things can become, there is always a new idea around the corner, a new way of doing things. This character has been with me ever since I can remember.

Someone worth following in social media.

Me. Joking. Well … not that much. Serious, there are so many great artists, designers, creatives out there. We should follow all of them. Unfortunately, if we would do that, probably we would spend all our lives scrolling our feeds. I guess nobody wants to live like that. Hopefully not. Still, there is one guy, at least for me, that even with all the new great talents out there, manage to stand out by his constant desire for the extraordinary. If you don’t follow him yet, please do so. You will not regret it. Stefan Sagmeister. Still, if you want to follow me, I will not complain.

Your main strength as a marketer/creative.

The ability to tune in with the local and global markets at the same time. I mean, see how a creative idea can impact and be relevant to a local market even working from a global perspective. But also, be capable to scale up the creative idea globally and reach the same impact as you would have on a local market. 

Your biggest weakness.

Not knowing how to say no. Perhaps for some, this could sound absurd, but for other not that much. When we say yes to everything, from the minor task to the big one, something will be compromised by that action. Most of the time it will be yourself. A former boss told me once that I needed to learn that tiny little word no. The only thing I can say to him is, I am still learning. But I already said a couple of no’s and funny enough the world didn’t come to an end. 

One thing that always makes you happy.

Dancing with my girls. Salsa, hip-hop, cha-cha-cha—whatever is in the playlist. This brings back that energy I lost throughout the day. By the simple fact that I am there with them, they manage, only they know how, to put back a big smile on my face, transforming a crap day into the most fantastic one. 

One thing that always makes you sad.

Other’s people sadness. I can feel that sad mojo in the air and almost automatic I am on the same path. When I breath that, I try to push myself away. I find the distance helps me to stay with the good vibes, with a smile on my face. 

Something people would find surprising about you.

That I am Brazilian. Seriously. Too much time far away from my roots and from the sun. Love Germany but the sun there, well … We have Mallorca, right?

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

Some FMCG. Or applying to work with Ryan Reynolds to see how we can inject some fun back in the business.