This is how I entered  the reception of the first advertising agency
I worked  at 23 years ago.

Just arrived from a small town in the countryside of the state
of São Paulo to the capital city. It didn’t take long for me to earn
the nickname Cowboy.

I was the first to arrive and the last to leave. The dedication
paid off, and in the early years of my career I won a place
at the Cannes Lions Festival through the YoungLions Program.

The following year, I was fortunate enough to participate
in the creation of a campaign that until today is considered
a benchmark for the automobile market: “Review Concepts”,
for Fiat automotive (first version).

Since then, a lot has changed.

I went through several agencies and won some important awards.

I made several of those sought after prime-time commercials,
the desire of 10 out of 10 agency creatives, and which today are easily dismissed by my five-year-old son’s little finger, without
the slightest hesitation.

The boots gave way to sneakers, and the cowboy hat was replaced by a NY Knicks cap. The Cowboy nickname is also gone.

People now prefer to call me by my last name, Baraldi. Or just Bara! Shorter, just like the header of this portfólio.

So, what hasn’t changed and will never change is the power
of a great idea, and fire in the belly to chase it.

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