Bruno Brasileiro of Calcium+Company on the Evolution of Healthcare Agencies

Work for Huggies set him on a path to health advertising

Bruno has more than 20 years of experience that spans professional, direct-to-patient, medical education and managed-markets communications. He has worked across numerous therapeutic categories. These include SSRIs, oncology, cardiology, hematology, immunology, hepatology, dermatology, vaccines, women’s health and to rare disease.

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

Bruno, tell us …

Where you grew up, and where you live now.

I was born and raised in São Paulo and began my advertising career there in 2003. Today I live in New Jersey. I love it here. But as a true Brazilian, I still can’t stand the cold.

How you first got interested in health.

In 2015 I did a project for Huggies that went viral and caught a lot of attention worldwide. “Meeting Murilo” told a beautiful story of a visually impaired mom-to-be “meeting” her unborn child through a 3D-printed version of her ultrasound exam. That project won two Gold Clios, by the way. Thanks to that work, I was invited to join a pharma agency in the United States. I packed my bags (or should I say “life”), and got on a flight to New York. I’ve been working in pharma advertising ever since, and it’s been an incredible journey.

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

“Meeting Murilo” is certainly one of my favorites. Not just because I still love the idea (and nothing similar has been done to this day), but also because it changed my career and life.

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I’m also particularly passionate about two other pieces of work that I was fortunate to be a part of during the last few years:

“The Inevitable News” for the Columbia Journalism Review, which mobilized the news industry and made competitors put their differences aside and commit to changing the way gun violence is reported in America. And “Social Bullets” for Kazoo, which brought to light the staggering reality that social bullying among young Americans can be life-threatening—and did so in a way parents couldn’t ignore.

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

Healthcare agencies are transitioning from “just” promoting new treatments in the industry to becoming developers of real healthcare solutions to doctors and patients. This is taking shape in multiple ways: experimental medical devices, new technologies that can help patients cope or live better and also AI applications in our industry. I personally think that’s incredible, and it’s the future of our industry. We’ll continue to help promote and launch new and groundbreaking treatments in the space. But I believe agencies can do even more to help elevate the brands we partner with and the lives they impact.

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

Two projects come to mind. The first is “Anne-de-Gaulle” by Havas Paris. They changed the name of one of Europe’s main gateways—Charles-de-Gaulle Airport—to honor his daughter Anne and raise awareness of Down Syndrome. From the façade to the luggage tags to in-flight announcements, everything changed and the entire country couldn’t stop talking about it. An incredibly simple but absolutely powerful idea.

The second is Area 23’s “Magnetic Stories.” They created a series of children’s audiobooks that integrated the frightening sounds from MRI equipment into fun, fantastical elements so children would be less scared.

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

Bandersnatch. How cool was it for a TV show to break that fourth wall and let the viewer choose their own version of the story. I thought it was genius—an inspiration for how we could potentially tell our clients’ stories.

A visual artist or band/musician you admire.

The Offspring. I grew up listening to them, and they still rock to this day. Speaking of which, their new album releases October 11.

Someone worth following on social media.

Look up @capybara_worlds on Instagram. You won’t be disappointed. We all need a good random distraction to clear our minds for a minute.

Your main strength as a marketer/creative.

I care a lot about the people I work with. Anyone who knows me can attest to it. If you care for and inspire those around you, they’ll deliver their best work. And that’s the key to great work.

Something people would find surprising about you.

I’m a pilot. I own a small plane that I’ve flown all over the country, as well as the Bahamas and Canada. Flying has been my dream since I was a 5-year-old, but it wasn’t until I was 35 and living in the U.S. that I could finally pursue it. I got my license in 2019, and for the past five years, whenever I’m not working, I’m flying. This has mostly been a part of my life that’s totally separate from my career in advertising. Yet, I love turning these excursions into my own personal stories, which I’ve been sharing daily on my Instagram, @fly_with_bruno.

Did I just say flying is totally separate from my career? Well, not anymore. After I joined Calcium+Company, I’ve been going weekly to our Philadelphia office. And when I do, I fly myself, and sometimes my coworkers, like group president Greg Lewis. That’s really awesome.

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

Something related to aviation. Maybe having my own air tour company, or an advertising agency focused on pilots and aviation products. Or maybe even flying for an airline. It’s safe to say I’d be spending a lot more time in the air.