As the man behind some of marketing’s most beloved and intentional ideas, it was under Gabriel’s leadership that “Whopper Detour” quickly became Burger King’s best digital promotion ever, being named the world’s most awarded campaign of 2019 by WARC and taking home the industry’s most coveted creative award: the Cannes Lions Titanium Grand Prix. Brazilian-born, over the course of his career, his disruptive work has been featured in The New York Times, on CNN, and in Fast Company, to name a few. Since becoming FCB New York’s Co-Chief Creative Officer in 2019, Gabriel helped lead the agency to consecutive year-over-year revenue growth, 20+ new business wins, and an 86% increase in headcount. Gabriel helmed two of the agency’s most award-winning campaigns to date, both on behalf of client AB InBev. The first, “Contract for Change,” created in partnership with FCB Chicago, looked to reshape American agriculture by helping American farmers transition their farmland to organic crops. The initiative quickly permeated the culture and led to a host of industry accolades, including a Titanium Lion and the PR Grand Prix at Cannes in 2021, and the Creative Effectiveness Grand Prix in 2022. The second, Michelob ULTRA “Courtside,” digitally immersed locked-down fans inside the NBA bubble during COVID to reinvent the live viewing experience at a time when there was no live viewing experience. The work marked yet another cultural phenomenon, with everyone from Shaq to Lil Wayne to President Obama taking part. In 2022, Gabriel guided the creation of “McEnroe vs. McEnroe,” the first-ever sports match between a real person and their avatar. The game became an ESPN show broadcasted in 52 countries. The work Gabriel helmed led FCB New York to become the most awarded North American agency at the One Show in 2021, and played a significant role in FCB’s Network of the Year honor at the 2021 Cannes Lions Festival and #2 Network of the Year in 2022. With diverse clients ranging from AB InBev to the U.S. Food and Drug Administration to Spotify, Gabriel always puts his philosophy of boundless creativity as an economic multiplier front and center in his approach to effective brand communication.