We were lucky to catch up with Rodrigo Butori recently and have shared our conversation below.
Rodrigo, looking forward to hearing all of your stories today. Can you talk to us about a project that’s meant a lot to you?
I believe in creativity as a transformational force.
Creating something new taps into a core human desire to build, grow, and improve ourselves and our communities. Whether we express it through visuals, writing, or sound doesn’t matter. What matters is that we put it to good use.
Growing up, I was a fan of the minds and the ideas that served a greater purpose, and as the years passed, I felt a growing need to give back using my experience, skills, and knowledge as an advertising creative professional.
A few years ago, I started an educational project on Instagram named Plastic Fisherman, where we use the power of community, creativity, and art to spread awareness about the dangers of marine plastic pollution and inspire hope through action. We turn beach cleanups into something I named plastic fishing: a playful, easy-to-do activity that can turn anyone, anywhere, into a plastic fisherman.
Today we are an organization with events and ambassadors in nine countries, and it’s my way to give back to the ocean – a cornerstone of my life – using what I’ve learned in the ad business.
For a creator, there’s no better reward.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
My name is Rodrigo Butori, and I’m a 49-yr old ocean lover and advertising creative director living and working in Miami, FL.
The ocean has always been a big part of my life. I surf, I dive, and I chose to live in coastal cities to keep it close and in sight. Saltwater soothes me and feeds my soul.
The other part has been my career as a creative professional. I love putting art, design, and creativity to work to make that brief moment between a brand and the audience enjoyable, memorable, and meaningful.
One fine morning in 2019, these two sides of me started collaborating: I stumbled upon a statement by the Ellen McArthur Foundation saying that by 2050 there’d be more plastic than fish by weight in the ocean, which blew my mind.
Plastic pollution has always been on my radar: I saw it above water when surfing and underwater diving, and I habitually picked it up. But this was different, and after reading that statement, I felt I had a moral obligation to do more. I decided to do it the only way I knew how: using my skills as a communication professional.
So I had this idea of using the plastic trash I cleaned to make different types of fish, take photos of them, post them on Instagram, and invite others to do the same in what I called ‘plastic fishing.’ With that, @Plasticfisherman was born.
The rationale was simple: if we don’t solve the marine plastic pollution problem very soon, these plastic fish would be the number one species in the ocean. How about that?
The goal of the ‘plastic fishing’ movement is to inform and turn as many people as possible into plastic fishermen, sharing a simple message:
Join us. Let’s go plastic fishing!
Let’s talk about resilience next – do you have a story you can share with us?
The Plastic Fisherman experience has been a journey of discovery since day one.
I’m not a scientist or a graduated marine biologist. I have an advertising background. As much as I have spent thousands of hours in saltwater and seen plastic pollution worldwide, I still learn a lot daily.
Starting Plastic Fisherman was an invitation to explore the marine plastic pollution space: articles, numbers, leaders, stories, organizations, and the people cleaning up marine trash worldwide.
One of my favorite communities is the Ploggers. Do you know what that is? Plogging is jogging as you pick up litter. From the Swedish verbs plocka upp (pick up) and jogga (jog). Cool, right?
Anyway, witnessing the combined impact of these individuals and groups is a beautiful thing and a powerful antidote against climate anxiety. Yes, there are lots of good people out there doing good things. And most importantly, this ‘act local, think global.’ mindset reminds us that while we cannot control everything, we can control what’s around us.
When we get together, we are powerful.
What’s the most rewarding aspect of being a creative in your experience?
Finding your purpose.
To channel your energy and creativity – or whatever skill you have – toward something you love and believe in is a gift to yourself.
You may think you are helping something, but trust me, whatever you’re helping is helping you. The joy you get from it and the sense of accomplishment is incredible.
Contact Info:
- Website: www.plasticfisherman.com
- Instagram: @plasticfisherman
- Facebook: @plasticfisherman
- Linkedin: www.linkedin.com/company/plasticfisherman
- Youtube: www.youtube.com/@plasticfisherman
- Instagram: @plasticfisherman_brasil @plasticfisherman_germany @plasticfisherman_uk @plasticfisherman_uruguay @plasticfisherman_mauritius @plasticfisherman_bahamas @plasticfisherman_spain
Image Credits
Gabriel Matarazzo, @gabbavisuals