5 Minutes With… Fabio Costa

Driven to explore human truths and bigger picture perspectives, Fabio Costa is never short of ideas. First putting pen to paper at the age of 14, the award-winning creative has gone on to become one of the most influential creative leads in the industry. His advertising journey began at Y&R in Brazil, followed by significant roles at AlmapBBDO Brazil, Ogilvy One, TBWA\Chiat\Day SF, and Ogilvy Paris. He later made impactful contributions at The Martin Agency, TBWA\Chiat\Day LA, and Saatchi & Saatchi Los Angeles. His work has consistently earned recognition at prestigious awards such as D&AD, Cannes Lions, The One Show, and the Clios.

In 2023, McCann Worldgroup appointed Fabio Costa as the global chief creative officer for Commonwealth//McCann, the primary advertising agency for Chevrolet, General Motors' largest brand. Given the brand's global impact on culture, this appointment was a dream opportunity for Fabio who was eager to continue pushing the brand’s creative influence in the automotive industry.

Fabio’s impressive creative talent, leadership skills, and extensive global cultural and business expertise puts him at the top of his game in 2024. Here, he sits down with LBB to reflect on the work that made him, the conversations he hopes to start and the lessons he has learnt along the way.

LBB> It was interesting to learn of your introduction to the industry via writing game reviews! What did these early experiences teach you about the creative industry? 

Fabio> Those early gaming experiences and interactions were foundational for me: they shaped my understanding of the potent alchemy of technology and storytelling.

LBB> Looking back at the beginning of your career, is there any work that sticks out in your mind as particularly influential? If so, what was it and how did it inspire you? 

Fabio> Everyone has one, but mine was Nike’s “Instant Karma” from 1992. It was the first time I noticed an ad; the music, visuals, graphics, athletes, and more made me stop and pay attention. It was very inspiring, and it made me question “How can I do this?”

LBB> What was your first job in the biz and how has the industry changed since then? 

Fabio> 1994, Y&R in São Paulo, Brazil. I started in the studio: back then it was a proper studio, and the creative work was done with typewriters, paintbrushes, and Letrasets. As a newcomer it was amazing – the energy, the laughs, the loud music, the camaraderie. Different times. Then the computer came on the scene with speed and pace like we had never seen before. The change has obviously been revolutionary.

LBB> How would you summarise what you do at Commonwealth//McCann?

Fabio> Like all leaders, I play many roles: from leading from the front to supporting in different ways. Above all, I like to choreograph, getting all our people and departments working together, delivering the best work possible for our client.

LBB> Did you learn anything specific in your role as global chief creative officer in 2023 that you are looking forward to implementing in upcoming projects in 2024? 

Fabio> Last year I learned more about the art of patience and the earth-shattering magnitude and influence of the Chevrolet brand, which continues to inspire me to do great work every day. Rodin has a beautiful quote: “Patience is a form of action” – you will see it in 2024.

LBB> What do you hope to accomplish both individually, and as an agency, in 2024?

Fabio> I hope to continue to foster an inclusive, diverse and fun place to work, while creating iconic and memorable work for our clients.

LBB> Are there any campaigns from your career that showcase your creative values or approach especially well? 

Fabio> I’m very proud of the “Holiday to Remember” spot we did at the end of last year for Chevrolet. It deals with a daring subject and is spoken from the heart. It’s a beautiful story that only Chevrolet could deliver.

Prior to that, it was Toyota’s “Start Your Impossible” creative platform for the Olympic and Paralympic Games from 2018 to 2022. The work was all-encompassing and built on a product truth, a human truth and impeccable craft.