Feel free
to send me
a message.

guicruz1@gmail.com
+55 11 97481 5060

About

My name is Guilherme Cruz, but you can call me Gui. I’m a Brazilian Creative Director with 18 years of experience working across advertising, design, art direction and culture.

I’m currently Creative Director at Lovely. Before that, I was Creative Director at Gana, an independent agency built by and for Black professionals. I’ve also worked at Mutato/WPP, VMLY&R and AgênciaClick/Isobar, besides spending part of my career working independently with agencies, brands and creative studios.

I started out in design, and it still has a lot to do with how I think. I like ideas, but I’m equally interested in the way they take shape: the visual language, the details, the craft and the way they find their place in the world.

I always try to make the work I do culturally relevant. I believe ideas should fuel conversations, not monologues. That usually means looking beyond the brief, paying attention to what is happening around us and finding unexpected ways for brands to participate in culture.

Over the years, I’ve had the chance to work with brands such as Bradesco, Itaú, Fiat, Jeep, Shell, Netflix, MTV, Ambev, Unilever, Samsung, Sony, LG, TIM, Under Armour, Nespresso, Colgate, Johnnie Walker, Coca-Cola, Amazon, among others.

Some of the work I’ve been lucky enough to make has been recognized at Cannes Lions, Clio, El Ojo, Effie, Clube de Criação and other festivals. In 2026, Dancebook Brasil won a Gold Lion in Design and a Bronze Lion in Industry Craft at Cannes Lions. I also created O Código de Defesa e Inclusão do Consumidor Negro, which won two Silver Lions and was shortlisted in Glass.

I've been teaching at Miami Ad School since 2021, sharing a bit of what I've learned along the way.

Personal Projects

Candy Project
Record TV Interview︎, Gazeta News︎
Internet - Hypeness︎, CCSP, Brainstorm 9,
among others.

Sorriso de Amora︎

Experience

Lovely / 2025-present

Gana / 2022-2024

Monkey Land / 2022

Mutato / 2020-2022
VMLY&R / 2017-2020
Y&R / 2017
Isobar Brasil / 2012-2017
Dabster / 2011-2012
Freelance / 2009-2011

Esfera / 2008-2009

MIAMI AD SCHOOL
Teacher / 2021-present

Festival Jury

CCSP - Brazilian Creative
Club Festival
2026 - Creativity & Business
2024 - Creative Periphery


TikTok Ad Awards 2023 
(most voted juror for
the final phase)

New York Festivals 2022

(Digital/Mobile)

TikTok Ad Awards 2022

AdForum PHNX 2021

(Digital)

Recognitions

CANNES LIONS

Gold - Design

Silver - Luxury

Silver - Creative Business Transformation

Bronze - Industry Craft

Bronze - Social & Influencer

Shortlist - Glass Lions 2026

4x Shortlist

CLIO SPORTS

Silver - Direct/Social Media

Bronze - Social Media/ Multi-Platform

EFFIE AWARDS LATAM

Bronze - Positive change/Environmental/Brands

Shortlist - Brand Content 

EFFIE AWARDS BRAZIL

Shortlist

EL OJO DE IBEROAMERICA

Bronze - Print

Bronze - Print

Shortlist - Sports

BRAZILIAN CREATIVE CLUB [CCSP]
Gold - Photography
Gold - Art Direction
Gold - Design
Gold - Digital
Silver - Impact & ESG
Silver - PR
Bronze - Graphic Design
Bronze - PR  
Bronze - Film/Better use of music
Creative Annual - Impact & ESG
Creative Annual - Text
Shortlist - Integrated
Shortlist - Promo & Activation
Shortlist - Direct

Shortlist - Photography

ANDY AWARDS LATAM
Shortlist

GLOBO'S PROFESSIONALS OF THE YEAR AWARD 
Best Campaign [2025]

WAVE FESTIVAL

Bronze - Cyber

COLUNISTAS

Grand Prix - Brand Content

Grand Prix - Digital Midia Piece

MVF [MUSIC VIDEO FESTIVAL]

Finalist

SPOTIFY ADVERTISING HITS

Best Use of Music

L'ORÉAL BEAUTY OF INCLUSION AWARDS

Gold 2026

POTÊNCIAS AWARDS
Finalist

YES TO RACIAL EQUALITY AWARD
Finalist 2026