About

I'm a 31 year-old award winning brazilian senior copywriter and a big SNL and Os Normais fan,  currently working at:

David Miami


︎
São Paulo -> Sydney -> Shanghai -> São Paulo -> Miami (São Paulo based).






My work so far has won 6 Cannes Lions (2 Gold, 1 Silver, 3 Bronze), 3 D&AD Pencils as well as One Show, NY Festivals and Clio. In 2016, I was chosen among 200 candidates to represent Brazil at Cannes Young Lions Festival where my partner and I got Bronze.

I approach advertising as my own Studio 8H from SNL, concepting ideias as if they were sketches that can sell a brand POV or a funny and engaging idea, no matter how wild they seem.

In my spare time, I make bloc parties for 10.000 people (really!) and write about life, love and Despacito. Here’s a picture of me having a blast on Brazil’s cable TV.




Info:

rapha.valenti@gmail.com
+5511 930815909
Instagram
Medium


Experience:


David Miami (currently)
AKQA São Paulo
Wieden + Kennedy Shanghai
Ogilvy Sydney
VML Sydney
AKQA São Paulo
Wieden + Kennedy São Paulo
AlmapBBDO


Awards:


BECK’S | BECK’S FREQUENCY

Cannes
1 Gold Lion (Radio & Audio)
1 Silver Lion (Radio & Audio)

D&AD
Graphite Pencil

AdStars
2 Gold
1 Silver

BECK’S | STARTER PACK

AdStars
1 Bronze
1 Crystal

TIDAL X USHER | DON’T LOOK AWAY

Cannes
1 Gold, 3 Bronze, 1 Titanium shortlist + 10 Shortlists

D&AD
1 Wood Pencil

One Show
1 Gold, 1 Silver, 1 Merit

CLIO Awards
2 Gold, 2 Silver

NY Festivals
4 Bronze, 1 Merit

Art Directors Club
1 Bronze

Andy Awards
1 Bronze

AdStars
Grand Prix, 1 Gold, 2 Silver, 1 Bronze


GOOGLE  | SEARCH LOCAL
4th most effective spot in the world in 2019, according to Kantar Creative Effectiveness Awards.


NETFLIX | HUNT ON THE NEWS

D&AD
1 Graphite Pencil

One Show
Merit 

Andy Awards
1 Silver




BECK’S | BECK’S FREQUENCY

Can a sound frequency make the flavor of any beer taste more bitter?


Studies from Harvard and Oxford University shows that it’s possible to alter the perception of taste through sound.

Sounds at higher frequencies make food and drinks taste less bitter, while sounds at lower frequencies bring out the bitter flavor.

In partnership with big names in electronic music, nine tracks were produced using these two frequencies, for you to listen to when you don't have any Beck's around.


AWARDS

Cannes
1 Gold Lion (Radio & Audio)
1 Silver Lion (Radio & Audio)

D&AD
1 Graphite Pencil


Credits:
Agency:
AKQA São Paulo
CCO: Diego Machado, Hugo Veiga
ECD: Renato Zandoná
ACD: Christiano Velluntini
Art Director: Camila Shoji, Thiago Barbieri
Copywriter: Felipe Autran, Raphael Valenti

3D Production Company: Beeld
Production Company: Seiva
Director: Gotacx
Audio Company: Hefty

2020

Case Study


Social Experiment





Try for yourself at: http://becksfrequency.com/



TIDAL X USHER | DON’T LOOK AWAY

The world’s first music video that demands your attention

While social injustice and racial profiling keep taking lives, society keeps looking away.

For the launch of recording artist Usher's new song 'Chains', an anthem advocating for unarmed victims of violence, we created a an interactive site using face recognition technology.

When fans visit chains.tidal.com, they must hold the gaze of victims of social injustice to hear the track. If the viewer looks away, the music stops - demanding that they face the problem as the first step towards change.


AWARDS

Cannes Lions
1 Gold (Music)
3 Bronze (Film, Media, Radio)
1 Titanium shortlis
+ 10 Shortlists

D&AD
Wood Pencil

One Show
1 Gold, 1 Silver, 1 Merit

CLIO Music
2 Gold, 1 Silver

CLIO Awards
1 Silver

AdStars
Grand Prix, 1 Gold, 2 Silver, 1 Bronze

NY Festivals
4 Bronze, 1 Merit

Art Directors Club
1 Bronze

Andy Awards
1 Bronze

Campaign Big Awards
Finalist


Credits:
Agency: AKQA São Paulo
ECD: Diego Machado, Hugo Veiga
Creative Directors: Renato Zandoná
Art Director: Augusto Antunes, Diego Machado, Renato Zandoná
Copywriter: Raphael Valenti, Hugo Veiga
Logo design: Mario Niveo
2016








BECK’S | STARTER PACK

A unique way to evolve you tastedbuds for Beck’s bitterness.

Beck’s is the bitterest beer of its category.
All because its International Bitterness Unit,
or IBU, is 20, higher than any other beer in the same price range.

And brazillians weren’t used to something that bitter.
So, we decided to help a whole country
unlock their tastebuds for Beck’s bitterness.

We’ve created Beck’s Starter Pack. A special 6-pack
that came with lighter beers from the competition
in gradual IBU scale, to unlock
their tastebuds for Beck’s bitterness.

The pack sold out in 48 hours.

Credits:
Agency:
AKQA São Paulo
CCO: Diego Machado, Hugo Veiga
ECD: Renato Zandoná
ACD: Christiano Velluntini
Art Director: Camila Shoji
Copywriter: Raphael Valenti

Director: Pedro Tejada
Production Company: Stink
Audio Company: Hefty
2020

                                                                                                                          Case Study
z





                                                                                                                                        TVC
                                                                               


ELMA CHIPS | SEND ME A PIX PROMO

Creating a character that thought brazillians how to make profit out of snacks

PIX is a new money transfer system similiar to Venmo, where the money hits your account instantly. It has even become a meme in Brazil, with people asking celebrities on Twitter to send a PIX to pay for pizzas and other random things.

That's why Elma Chips - Pepsico's snack division - created the Send Me a Pix Promo, where people just had to buy snacks for a chance to receive instant PIX money prizes.

Concepting for this campaign, we thought to ourselves: if you buy a $1 Snack and can win up to $200.00, that's a great investmet.

So, we created a financial coach - a profession that was blowing in YouTube at the time - to teach consumers how to profit from snacks by entering the promo.

Credits:
Agency: AKQA
Global CCO: Diego Machado e Hugo Veiga
ECD: Renato Zandoná
ACD: Deborah Vasques
Art Director: Thiago Barbieri
Copywriter: Raphael Valenti

Strategy: Rafael Araujo

Account: Daniel Batista, Vinicius Lopes
2021












KFC | WEDDINGS

Put a wing on it

Many people have a special relationship with KFC. They’re places where they met their first crush, locations of first dates and more recently, a pitstop between wedding ceremony and reception.

This made us think. If people are already hitting KFC on their wedding day... then why shouldn’t we marry them as well?

Soon, we'll wed the first happy couple in front of family, friends and of course, the Colonel himself.


Credits:
Agency: Ogilvy, Sydney
ECD:
Gavin McLeod
GCD: Shaun Branagan
Creative Directors: Ben Smith, Luke Hawkins
Art Director: Fred Corazza
Copywriter: Raphael Valenti, Sean Vrabel
2019




              Case Study

              The print that started the whole thing

       
              The first wedding