What Brazilian creativity can teach us about originality
Brazil is often associated with carnival colours and energy. But for Tátil Design’s global CCO Ricardo Bezerra, the country’s real creative advantage lies in its ability to absorb and transform outside influences into something new
13/08/2026 3:31 am
For too long, Brazilian creativity has had a branding problem. There’s certainly no shortage of strong creative work coming out of a country that in 2025 was named Creative Country of the Year by Cannes Lions. It’s more a case of how it is perceived by the outside world.
Brazil’s creative output has been widely celebrated for its colour, exuberance and energy. This is, after all, the land of the street carnival – of ‘joga bonito’ football, sun-soaked beaches and irrepressible optimism. A place where creativity is expected to march to a familiar samba beat.
But that cultural shorthand has obscured, even stunted, Brazil’s true creative potential. That is the opinion held by Ricardo Bezerra, global chief creative officer at Tátil Design. He argues that the country’s real creative advantage has less to do with a particular visual language than with a specific approach to influence and originality.
