2 Minutes With ... Fabio Rodrigues, EVP & Group CD at FCB Health New York

On Change the Ref, 'Lil Sugar' and bAIgrapher

Fabio is an acclaimed creative in health and wellness, with numerous awards for innovative projects. He prioritizes patients' needs and the use of cutting-edge technology to develop solutions. With over 20 years of experience, he has successfully launched products for Eli Lilly and GSK, and worked for consumer brands like BMW, Mini and P&G.

From helping people suffering with rare diseases or diabetes to supporting the fight against gun violence through the power of creativity, Fabio believes in changing the world, one project at a time.

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

Fabio, tell us...

Where you grew up, and where you live now.

I grew up in sunny Rio de Janeiro, right by the beach and now I live in Jersey City, N.J.

How you first got interested in health.

Well, my grandfather was a navy doctor, so I guess the importance of health was always a subject around my house, but health advertising was not on my radar until I moved to N.Y. and started having conversations with friends that were already working in health and pharma. They showed me that the opportunity to work on projects that have the potential to improve people's lives and make a positive impact on the world is truly inspiring. I jumped right in, and I think it was one of the best professional decisions of my life.

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

As a father whose child is about to enter high school, I believe that one of the most significant projects I have worked on is "The Unfinished Votes" for Change the Ref. However, it's a campaign I wish I never had to create. Despite this, I recognize the importance of addressing the insane issue of gun violence prevention, and I'm proud to have been a part of a project that aims to make a difference.

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

"Lil Sugar." It was a remarkable journey that involved the dedication and hard work of many talented people. From the initial insight to the final product, the process was nothing short of amazing, and it's a testament to the craft and commitment of everyone involved. What makes me particularly proud of this project is that it continues to have a positive impact today. Through community events, it has reached nearly 4 million children, which is a testament to the project's success. Additionally, the project is personally important to me due to my history with the disease it addresses, adding a deeper sense of meaning and purpose to the work.

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

I like to say that in pharma advertising we are in the business of good news. The potential for innovation and discovery in the field of medicine is nothing short of extraordinary. With advances in technology, research, and now A.I., there is always something new and exciting on the horizon that will help someone in need and we get to find a cool way to deliver the news of hope. I love that aspect of our business.

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

So, I recently came across this really cool thing called the bAIgrapher. It's a platform that uses fancy A.I. stuff to help people with Alzheimer's remember their past. Basically, it writes up personalized biographies that help patients reconnect with their memories, making reminiscence therapy scalable. I think it was an inspired idea!

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

My favorite book of the year so far is Project Hail Mary by Andy Weir, who also wrote The Martian. This space adventure is full of problem-solving in a wild situation. I loved every page.

A visual artist or band/musician you admire.

The Black Keys. I love their way of keeping thing simple and at the same time creating amazing music. I own all their records. 

Your favorite fictional character.

Indiana Jones

Someone worth following on social media.

@marca.stu is worth checking out if you are into graffiti and design.

Your main strength as a marketer/creative.

It sounds cliche, but I think it's my resilience. In advertising we are always dealing with stress, uncertainty and adversities; but my resilience allows me to bounce back from those situations and believe I can adapt, reset and deliver good work.

Your biggest weakness.

I get bored really easily, so my path to anything is hardly linear. I must get up, look at something else, go back, grab a drink, play some music, it’s full rodeo with myself to get things done. Over time, I have learned to embrace this process, rather than resisting it.

One thing that always makes you happy.

Watching movies with my daughter. Lately I've started presenting the classics to her, like Indiana Jones, Star Wars, Ferris Bueller's Day Off, Back to the Future and others. She is crazy about adventure, and we are having a lot of fun together.

One thing that always makes you sad.

The news. I used to love going through the newspaper in the morning but now everything is so bias one way or the other and is always so dramatic. Looks like doom and gloom became the nation's favorite sport.

Something people would find surprising about you.

I look serious but I'm just shy. 

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

Probably something to do with photography. It's the only other thing I know how to do.

2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.

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Jessica MacAulay
Jessica MacAulay is a contributor for Muse by Clio. She's also a recent graduate of the University of Colorado Boulder's College of Media, Communication, and Information.

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