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HACKING MOBILE STORYTELLING

RAFAEL GUIDA
Mobile is not a new format but is yet to be cracked when it comes to storytelling. Radio, print and TV had minimal changes on its formats since inception, allowing advertisers to master storytelling on those platforms over the years. Mobile on the other hand, changes constantly; on Facebook we had 100’s of different formats since its inception, what makes it difficult to master unless you understand the user behavior and craft towards that, instead of a specific format.

RAFAEL GUIDA

HEAD OF FACEBOOK CREATIVE SHOP, SOUTHEAST ASIA

FACEBOOK

SINGAPORE

Originally from Brazil, Rafael graduated in Digital Design and has worked across advertising agencies in Sao Paulo, Dubai, Kuala Lumpur and Hong Kong for the past 13 years. He “retired” from advertising as Regional Executive Creative Director at OgilvyOne.

Moving again, this time to Singapore, he joined Facebook as the Head of Creative Shop in Southeast Asia. During his career, he has won over 100 international accolades, including Cannes, D&AD, Clios, One Show and Effies. Rafael loves pizza so much, he even invented and patented a system that delivers it at the push of a button.
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