Fabio Barros of R/GA N.Y. on Fearless Immersion in the Work

And how sports helps him be a better creative

With close two decades of experience, Fabio is a multi-disciplinary CD and art director with international experience spanning Brazil, the Middle East and the U.S. He is currently an ACD at R/GA New York.

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

Fabio, tell us …

Where you grew up, and where you live now.

I hail from Sorocaba, a town nestled 65 miles from Sao Paulo, which I also once called home. My journey has taken me through cities like Doha and Dubai, and now finds me in Long Island City, N.Y.

How you first realized you were creative.

Since childhood, I’ve been captivated by cartoons like Transformers, Masters of the Universe and Metal Heroes. After each episode, I’d eagerly sketch my favorite characters, immersing myself in their worlds, crafting new adventures on the canvas of my imagination.

A person you idolize creatively early on.

Hideo Kojima. As an enthusiast of video games, much of my inspiration stems from this realm. It was through Kojima’s masterful storytelling in the Metal Gear Solid series that I gained insight into the level of creativity, craft and storytelling required in my own career pursuits.

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

My inaugural internship was at a cozy creative bureau, where serendipity intertwined with opportunity. The owner’s wife happened to run a teenage fashion brand, and I found myself drawing stamps for her collections.

A visual artist or band/musician you admire.

Akira Toriyama, the mastermind behind one of my beloved manga/anime series, Dragon Ball, passed away this year, marking a profound loss. However, his legacy will endure. His characters and narratives have captured my imagination since childhood.

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

X-MEN 97 emerged as a standout gem in Marvel’s repertoire after languishing in limbo for years.

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

In 2017, at Publicis Dubai, we spearheaded the “Women of Change” campaign for Maggi. The client, known for their web series “Maggi Diaries,” featured four influential women traveling across the Middle East to savor its culinary delights and share stories of local female entrepreneurs. For Season 3, Maggi aimed to target a younger demographic and advocate for women’s rights. Seizing the opportunity presented by the first Middle East Comic Con, we crafted a graphic novel featuring inspirational women drawn by three local female artists. This initiative drew a new generation of viewers to the web series.

A recent project you’re proud of.

“The Inevitable News” for Columbia Journalism Review. We published a newspaper covering mass shootings over the last three years—in a single article. We distributed copies on the street and to the most respected papers in the country. This resulted in historic participation and the adoption of the Gun Violence Coverage Commitment.

Someone else’s work that inspired you years ago.

I recall being at my campus theater for an event titled “A Night at Cannes.” The organizers showcased content from the festival through VHS tapes. As a Johnny Cash fan, a particular commercial caught my attention—”Walk the Line,” for Levi’s, from BBH. After that commercial, I knew that advertising was my calling.

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Someone else’s work you admired lately.

Apple’s “R.I.P Leon”—Charming! This ad perfectly balances message clarity and humor.

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Your main strength as a creative person.

Fearlessly immersing myself in projects. I oversee their management and infuse them with my personal touch. Through intricate illustrations and visuals, I endeavor to capture and convey the desired mood, infusing each one with style and vision.

Your biggest weakness.

Because I want to be very close to everything, sometimes I ignore what is happening overall in the project. It’s something that I am working on, especially now in my transition to becoming a creative director.

A mentor who helped you navigate the industry.

It all began with Renato Oliveira, who extended the opportunity that set me on my professional path 21 years ago. Sandro Nascimento at McCann Sao Paulo instilled unwavering belief in my abilities. Flavio Zanni offered me my first international opportunity, while Leo Macias facilitated my move to New York. Felipe Munhoz and Bruno Brasileiro are the most creative guys I have ever worked with; they believed in my work. Lastly, I’m grateful for the ongoing support and guidance from my current mentors, Rene Van Wonderen and J.J. Lim at R/GA.

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

I apologize to the interns who contact me on LinkedIn for feedback. While I do my best to respond, it’s challenging to keep up. However, I’m actively involved as a mentor at events like Creative Week Portfolio Reviews and enjoy speaking with students in Brazil. At the agency, I mentor new talent because I value the fresh perspective they bring.

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

Something related to sports: I am 39 years old and still passionate about staying active through running, cycling and weekend soccer. Nurturing mind and body helps make me a better creative.