Ogilvy’s Ricardos Vaz: 14 years in, but still breaking the formula

In an industry where longevity often breeds predictability, Ricardos Vaz, or Rico as his colleagues call him, has a singular mission—to defy expectations. With 14 years in advertising, he has seen it all—trends that come and go, formulas that are repeated, and ideas that feel familiar before they’re even fully formed. Yet, his work still manages to surprise his colleagues and his clients, proving that true creative brilliance is timeless.

Among the projects that stand as a testament to his craft is the St. Jude India film, 'The Impossible Choice'. The script was nothing short of extraordinary, and when Vaz narrated it, it left even the most seasoned creatives in awe.  

“When you spend 25 years in the industry, you are likely to be moved by less and less work. You feel like you can predict where some ideas are going or what the formulas are. But when Vaz narrated the script for St Jude's to us, we were spellbound. In that moment, we wished we had written it. That is what superlative talent can do. They can take you back to why you joined this industry. Vaz did that to us with his work on St Jude's,” Ogilvy India’s chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha jointly stated.

The ad went on to win trophies at Cannes, London International Awards, and Kyoorius. But more importantly, it resonated with audiences in a way few campaigns do. It was a reminder of the kind of work that makes advertising more than just a profession—it makes it a calling.  

For Vaz, storytelling is not just about crafting narratives; it’s about evoking real emotion. He is convinced that St. Jude's India is doing important work and hoped that the ad convinces more people to lend it a hand.

"I don’t believe in just making ads. If a story doesn’t move me first, it won’t move the audience. My job is to find that truth, no matter how hard it is to hear, and bring it to life in a way people can’t ignore".

An alumnus of Mumbai’s St Andrew’s College, Vaz started his career as a copywriter with Synpase Marketing Consultancy in 2011. He started out piecing words together like a DIY project. Soon, those words evolved into big ideas for healthcare giants like Abbott, Johnson & Johnson, and Dr. Reddy’s. Along the way, he picked up enough medical jargon to moonlight as the family’s go-to ‘doctor’—much to their relief (and actual doctors’ dismay).

Joining Asymmetrique Communications in 2012, he took the reins on mainline campaigns for Puravankara, including one that saw a British Parkour troupe turning Bangalore into their personal playground—much to the delight (and confusion) of onlookers. His first international print ad also made its way to Australia during this stint. 

In 2015, he jumped aboard Enormous as a copy supervisor, climbing the ladder to creative director before making moves to Leo Burnett. By 2022, he was calling the shots at Ogilvy, as creative director.

Vaz’s portfolio is a masterclass in versatility. Whether it’s crafting nostalgia-fuelled engagement for Oreo x Stranger Things, redefining mobility narratives with Meru Cabs, or bringing clarity and conviction to the world of investments with Appreciate, his work balances strategy with soul and sometimes, muscles.

He recalls working on a television and digital campaign for Curefit, where actor-model Milind Soman asked him to do pushups in exchange for a picture with him. Vaz claimed that gave him the much-needed motivation to start working out!

 “You don’t always get to tell stories that matter. But when you do, you owe it to the audience to tell them right,” he reflects. That ethos drives his work—whether he’s subverting clichés, challenging norms, or simply ensuring an idea is told in the best way possible.

 Karmarkar and Rajadhyaksha feel that they are lucky to have him in their team. “He is deep in his thinking and solid in his craft. He plays for the team and cheers for all great work. We wish him tons of success, which is imminent,” the duo added.  

Beyond his undeniable talent, Vaz is a team player—a creative who not only delivers outstanding work but also champions the success of those around him. His ability to elevate ideas and push for excellence has made him an invaluable force in the industry. His next big success? Inevitable.