5 Minutes with… Cesar Farah

For over six years, BBDO Shanghai‘s group creative director, Cesar Farah, has been bridging cultures and redefining creative excellence in China, proving that truly great ideas transcend borders.

Responsible for some of the largest accounts, including Mars Wrigley and AB InBev, Cesar has won several awards, including Gold at New York Festivals, Effie APAC, Effie Greater China and LIA China, and was named one of ‘China's Most Awarded Creatives’ by Campaign Brief Asia in 2023.

In this interview with LBB’s Sunna Coleman, Cesar shares what drew him from Brazil to China, how the country is disrupting traditional advertising, and why ‘detachment’ is a lesson he wishes he learned earlier in his career.

LBB> Tell us about your creative background. Were you creative as a child or was it something you found yourself drawn to later in life?

Cesar> Creativity has been a part of my life long before I even realised it. My father is a hilarious character, always making jokes, puns, and playing with words. Growing up surrounded by his humour shaped my way of thinking, constantly making connections and associations between ideas. Combining two unexpected things to create something quirky or (some might say) funny.

Later, as a big anime fan, I would visit online forums where members designed their personal banners and avatars. Twelve-year-old me thought these were amazing. So, I tried creating my own. This was probably my first step into art direction and design.

LBB> You started your career in Sao Paulo before heading to Shanghai. What led you to China and how do you find the creative scene here compared to Brazil?

Cesar> If I had to say it simply, two things brought me to China:

1. Curiosity
2. Most people I knew wouldn’t do it

China felt worlds away from Brazil, both geographically and culturally. I was deeply curious to experience life in a place with such a rich history and an incomparable pace of transformation. At the same time, for someone who had never even visited Asia, moving there sounded a little crazy – which several people were quick to point out. I took that as a personal challenge.

Both Brazil and China have incredibly vibrant creative scenes, each with its own distinct flavour. It makes sense; both cultures are built by resourceful people who have always used creativity not just to survive, but to thrive.

What excites me about China is how it’s actively disrupting the traditional meaning of advertising. It’s developing its own take on creativity, one that’s deeply tech-powered, but more importantly, defined by new, relevant ways of connecting with consumers. The social language here is one-of-a-kind, and the formats are unprecedented.

LBB> You work on some of the agency’s largest accounts. What are some of your favourite projects you’ve worked on and why?

Cesar> One of the most rewarding projects was the global launch of Dove/Galaxy’s platform, ‘Your Pleasure Has Promise’, which aims to empower women in cocoa-growing communities. It’s one of those projects where we’re happiest to apply our skills to such an important cause, making a real impact on people’s lives.

Another brand that’s always a joy to work with is Harbin, one of China’s largest beers. From seasonal campaigns to launching their NBA partnership and activations that have picked up international awards, it’s incredibly fun to collaborate with a brand that has such a strong voice and uses humour in a way that deeply connects with the local audience.

LBB> What lessons do you wish you’d learned earlier in your career?

Cesar> Detachment.

As creatives, we often see our work as an extension of ourselves. On one hand, that’s a good thing – it makes us care, protect, and fight for our ideas. But that same attachment can also lead to frustration and unnecessary suffering. When an idea is criticised or killed, it’s easy to take it personally.

Learning that you are not your idea is liberating. It helps you flow more easily, produce more work, and I dare say, even come up with better ideas in the long run.

LBB> Where do you go to find inspiration outside of advertising, and how do you infuse this inspiration into your work?

Cesar> Inspiration isn't about the medium; it's about what it contains. I’m drawn to anything that captures the human condition. Love, pain, fear, hope. The most inspiring things, from ancient myths to modern stories, carry these core human emotions.

And that can be found in the most diverse formats. Books, films, music, yes. But sometimes, it shows up in a single-frame cartoon. Or a silly joke. A misspelled love declaration on a bar’s bathroom stall. A John Cena meme. That comfortable silence between best friends. It’s all fuel.

LBB> What are some current creative trends that you think have staying power? And which ones are a fad?

Cesar> New formats and technologies are always emerging. They can be impressive at first because of their novelty, but they often quickly fade into the background noise after being replicated endlessly. The format itself ceases to be enough.

The real staying power comes when genuine meaning is applied to that format. When it’s used in a way that truly resonates and connects with an audience. Trends stop being fads and become relevant when they are not the end goal, but a tool for connection. Form comes and goes, but content is forever.

LBB> In your opinion, what are the main challenges that the industry in China/Asia is facing at the moment, and how can it work to tackle them?

Cesar> The economic climate is uncertain, and that’s making brands more conservative. When the fear of failure outweighs the ambition to succeed, creativity is often the first to suffer. It’s ironic because challenging times are when creativity is most needed.

But I believe creativity always finds a way. It has a ripple effect; it’s contagious. We might be just one bold idea away from sparking a new revolution in the industry.

LBB> Looking ahead, what are your biggest hopes for the industry, for BBDO China, and for the kind of work you’d like to create in the future?

Cesar> I consider myself a delusional optimist. To create, you almost have to deny the negative conditions around you. You have to tune out the noise and keep thinking big. If we’re not thinking big, no transformative creative work will ever see the light of day.

That’s the ambition at BBDO China: we ‘Do Big Things’. We want to create work that moves people, moves business, and shakes up the industry. China has tremendous creative power, and the world has yet to see its full potential. We’re ready to surprise everyone with what Chinese creativity is truly capable of.