Diego Cardoso de Oliveira, his wife Matilde Ramos Pinto, and their two young boys Joaquim and Cauê were tragically killed earlier this month after being run over by a car while waiting at a bus stop in San Francisco.

His passing will be a huge loss to the advertising industry. Diego would never admit it, nor agree with it, but he was “big times”.

He was a rare talent who worked for some of the best agencies and brands in the world, including AgênciaClick, Africa, and AlmapBBDO in São Paulo; Bartle Bogle Hegarty, Mother London, and Abbott Mead Vickers BBDO in London; and Apple in California.

To give you an idea of how talented he was, BBH hired him in London despite the fact he couldn’t speak a word of English. Sir John Hegarty said that it was easier to teach Diego English than to find someone who could think like him.

He was chosen twice as a Young Lions, representing Brazil and the UK. He sent people to space, got Shakespeare and Ikea in bed together, broke taboos around periods, made a vulva lip-sync music video and many more things.

Diego won everything that was to be won a couple of times over but didn’t get stuck on it. He would celebrate, then give the award away to someone involved in the project the next day and immediately tell everyone: “Move on, move on.”

However, what was truly remarkable about him was not what he did but how he did things.

Diego didn’t care about titles or positions and hated politics. He had heart, balls, and an insane amount of positivity. He was a great lateral thinker; he could see the big picture but was all over the tiny stuff.

Despite his extremely high standards, Diego pushed people in a way that made him loved. He demanded better of himself, his work colleagues, and even the clients. More than once, Diego offered to cover part of the production costs so the work could be the absolute best it could be.

He was always fun to be around. Even when shit hit the fan, he lifted the room and helped everyone find the light. He was genuine with people and generous with his time. He improved everything he touched and everyone he spent time with.

Diego was like a brother to me. I will miss him deeply, and I believe the industry will, too. We should have more Diegos around. Sadly, the only one we had left us too early.

I know his life was cut short, but what a life he lived. It was filled with love, parties, friends, music, trips, babies. Whatever you can think of, he did it.

Diego lived intensely. He was passionate about creativity and absolutely adored and loved his wife and kids. He would probably say their lives were HD, high definition, and 4K.

And to that, I can only say: Yeah, buddy.

Caio Maroni Giannella was Diego’s creative partner for nearly two decades