PROFILE

PROFILE

I STRONGLY BELIEVE in PASSION, HARD WORK, and CRAFT with CARE. currently, I AM having a great time WORKING as a FREELANCE ART DIRECTOR.

I STRONGLY BELIEVE in PASSION, HARD WORK, and CRAFT with CARE. currently, I AM having a great time WORKING as a FREELANCE ART DIRECTOR.

I am driven by solving problems through creativity. I love to mix bold ideas with well-crafted designs to achieve high-quality work. Work that might change not only people's perceptions but their lives as well. On top of that, I also love to lead teams and collaborate across departments to get the best creative work done.

I have more than 15 years of professional experience with a focus on storytelling, digital experiences, and visual identity systems. Although my strength lies in visual arts, strategic and conceptual thinking plays a big part in my creative process. That's why I'm passionate about books, especially books about philosophy, psychology, and neuroscience. I believe reading allows me to keep my mind sharp in order to propose more accurate solutions to brands’ and people's needs.

Over the past few years, I've had the opportunity to create integrated campaigns for large brands and companies such as Havaianas, Coca-Cola, Netflix, Getty Images, Oakley, Volkswagen and many other national and international brands. My work has been recognized in creativity festivals such as D&AD, Cannes, One Show, Clio, The FWA, Awwwards, among others. I’ve been honored to have a film displayed in the MoMA’s permanent collection (Endless Stories for Getty Images).

Feel free to drop me a line. I'm always up for a nice chat: 
⊙ eduarmaced@gmail.com / ⊙ Instagram / ⊙ Linkedin / ⊙ Goodreads / ⊙ IMDb

SPECIALIZED

Creative Concepts / Integrated Campaigns / Digital Interfaces / Visual Identity Systems 

I am driven by solving problems through creativity. I love to mix bold ideas with well-crafted designs to achieve high-quality work. Work that might change not only people's perceptions but their lives as well. On top of that, I also love to lead teams and collaborate across departments to get the best creative work done.

I have more than 15 years of professional experience with a focus on storytelling, digital experiences, and visual identity systems. Although my strength lies in visual arts, strategic and conceptual thinking plays a big part in my creative process. That's why I'm passionate about books, especially books about philosophy, psychology, and neuroscience. I believe reading allows me to keep my mind sharp in order to propose more accurate solutions to brands’ and people's needs.

Over the past few years, I've had the opportunity to create integrated campaigns for large brands and companies such as Havaianas, Coca-Cola, Netflix, Getty Images, Oakley, Volkswagen, and many other national and international brands. My work has been recognized in creativity festivals such as D&AD, Cannes, One Show, Clio, The FWA, among others. I’ve been honored to have a film displayed in the MoMA’s permanent collection (Endless Stories for Getty Images).

Feel free to drop me a line.
I'm always up for a nice chat.
. eduarmaced@gmail.com
. Instagram
. Linkedin

SPECIALIZED

Creative Concepts
Integrated Campaigns
Digital Interfaces
Visual Identity Systems

PROFESSIONAL EXPERIENCE

Present — Freelance Art Director
R/GA — Associate Creative Director
AlmapBBDO — Sr. Art Director
Ampfy — Associate Creative Director
Mesa&Cadeira — Freelance Designer
CUBOCC — Sr. Art Director
W3 Haus — Head of Art
Sinc — Sr. Art Director
FutureBrand — Freelance Designer
ID\TBWA — Art Director
Cora Design Studio — Designer
TV1.com — Visual Designer

PROFESSIONAL EXPERIENCE

Present — Freelance Art Director
R/GA — ACD
AlmapBBDO — Sr Art Director
Ampfy — ACD 
Mesa&Cadeira — Sr Designer
CUBOCC — Sr Art Director
W3 Haus — Head of Art
Sinc — Sr Art Director
FutureBrand — Designer
ID\TBWA — Art Director
Cora Design Studio — Designer
TV1.com — Visual Designer

AWARDS

AWARDS

D&AD
2 x Graphite
2 x Wood
7 x Shortlist

D&AD
2 x Graphite
2 x Wood
7 x Shortlist
 

LIA
1 x Gold
3 x Silver
4 x Bronze

LIA
1 x Gold
3 x Silver
4 x Bronze

001 → 
Getty Images

001 → 
Getty Images

Endless Stories

Our industry is undergoing plenty of changes, but one of the trends that’s here to stay is content as advertising. Entertainment content, to be more specific. And Getty Images has an asset that has the potential to become a great line of business: the editorial archive.

To communicate the more than 250MM of images and videos from Getty Images’s Editorial Archive, we created a short film and an interactive website made entirely with our content. They recount the story of the Fight of the Century - and also all the amazing tales surrounding the night of March 8th, 1971.

*part of MoMA’s permanent collection;

Endless Stories

Our industry is undergoing plenty of changes, but one of the trends that’s here to stay is content as advertising. Entertainment content, to be more specific. And Getty Images has an asset that has the potential to become a great line of business: the editorial archive.

To communicate the more than 250MM of images and videos from Getty Images’s Editorial Archive, we created a short film and an interactive website made entirely with our content. They recount the story of the Fight of the Century - and also all the amazing tales surrounding the night of March 8th, 1971.

2018 → 
AlmapBBDO
 

2018 → 
AlmapBBDO

Role →
Creative Concept / Script / Art Direction / Graphic Design / UX 

Role →
Creative Concept / Art Direction / UX / Design 

CHIEF CREATIVE OFFICER: Luiz Sanches, EXECUTIVE CREATIVE DIRECTOR: Bruno Prosperi, COPYWRITER: Bruno Bizuti, Pedro Corbett, ART DIRECTOR: Eduardo Macedo, PRODUCER: Vera Jacinto, Diego Villas Bôas and Tatiana Martins, DESIGNERS: Cezar Arai, Eduardo Macedo DIGITAL CREATIVE DIRECTOR: Luciana Haguiara, HEAD OF ART: Pedro Burneiko, UX: Caroline Kayatt, MEDIA PLANNER: Carla Duriguetto and Priscila Sato, PRODUCTION COMPANY: Stink Films, EXECUTIVE PRODUCER: Guilherme Passos, Carolina Junqueira e Camila Martinez, DIRECTOR: Squarehead, EXECUTIVE DIRECTOR: Ingrid Raszl, RESEARCHER: Guilherme Ifanger, PRODUCTION CO-ORDINATOR: Paula Macedo e Rogerio Maestro, EDITOR: Squarehead, Danilo Abraham and Victor Cohen, POST PRODUCTION COMPANY: Stink House, MOTION DESIGNER: Francisco Andrade e Letícia Cardenuto, SOUND COMPANY: PUNCH Áudio, PRODUCER: Cristiano Pinheiro, EXECUTIVE PRODUCER: Lili D. Aragoni, DIGITAL PRODUCTION COMPANY, DIGITAL PRODUCTION: Slickland, TECHNICAL LEAD: Eduardo Bruschi, PROJECT MANAGER: Danubia Fujita, PHOTOGRAPHY: Getty Images, BUSINESS DIRECTOR: Caio Cesar Costa e Silva, ACCOUNT SERVICE: Filipe Bartholomeu, Ana Clara, Nathalia Chaves and Felipe Elias Oliveira, CLIENTS: Ene Foca, Paige McCrensky, Kjelti Kellough, Elvira Cameriere and Natália Moraes.

*

002 → 
Getty Images

002 → 
Getty Images

Living Images 

Getty Images has millions of images in its archives. But there are some photos it doesn't have: of animals that went extinct before they could be photographed.

As a part of the global concept: Move the world with images, we reconstructed three extinct species that were never photographed, using photos of animals that are in danger of extinction right now. A warning to people that many more species across the planet may disappear if we sit still and do nothing.

Then we invited Ami Vitale, famous wildlife and conservation photographer, to embark on a journey to take the first picture of an extinct animal in its natural habitat.

Living Images

Getty Images has millions of images in its archives. But there are some photos it doesn't have: of animals that went extinct before they could be photographed.

As a part of the global concept: Move the world with images, we reconstructed three extinct species that were never photographed, using photos of animals that are in danger of extinction right now. A warning to people that many more species across the planet may disappear if we sit still and do nothing.

Then we invited Ami Vitale, famous wildlife and conservation photographer, to embark on a journey to take the first picture of an extinct animal in its natural habitat.

2021
AlmapBBDO

2021 
AlmapBBDO

Role 
Creative Concept / Script / Art Direction

Role 
Creative Concept / Script / Art Direction

003 → 
Fila

003 → 
Fila

ZIMWI

To launch the new Fila running shoe, we came up with a creative strategy that brings storytelling to a product that is usually all about rational and functional benefits.

Inspired by the folklore of ZIMWI, the mythological Kenyan monster that inspired the name of the shoe, we created a short film telling the story of a boy overcoming his greatest fear by running towards it.

To drive the visual concept, we focused on the main technology built in the shoe, called Energized Ribbons. This feature served as the key element to inspire the whole campaign: films, posters, prints, OOH ads, and content for social media.

ZIMWI

Inspired by the folklore of ZIMWI, the mythological Kenyan monster that inspired the name of the shoe, we created a short film telling the story of a boy overcoming his greatest fear by running towards it.

To drive the visual concept, we focused on the main technology built in the shoe called Energized Ribbons. This feature served as the key element to inspire the whole campaign: films, posters, prints, OOH ads and content for social media.

2016 
CuboCC / Flagcx
 

2016 
CuboCC / Flagcx

Role 
Art Direction / Graphic Design 

Role 
Art Direction / Design 

AGENCY: CuboCC/FlagCX,  CREATIVE DIRECTOR: Roberto Martini, HEAD OF ART: Nando Sperb, CONCEPT: Ricardo Motti, Daniel Busch, Bruno Reis, ART DIRECTORS: Nando Sperb, Edu Macedo, Bruno Reis, Caio Sartori, IMAGE RETOUCH: Guto Bordoni, Atila Meirelles, ART ASSISTANT: Cezar Arai, COPYWRITER: Ricardo Motti, Letícia Martines, PRODUCTION COMPANY: The Kumite, DIRECTOR: Rafael Grampá,  HEAD OF 3D AND VFX: André Holzmeister,  3D PRODUCTION COMPANY: Production: Átomo VFX, CLIENT: Fila

*

004 → 
Oakley

004 → 
Oakley

Dreamland VR

Bob Burnquist, one of the greatest skateboarders ever, was about to release his first pro shoe by Oakley Brazil. To deliver something more relevant to consumers, we created an amazing VR experience at Dreamland, the skater's famous backyard playground. The audience had the opportunity to put on Bob's shoes and ride his own mega ramp.

The film was released in both YouTube 360 and Facebook 360. We also created a limited-edition cardboard VR viewer attached to the shoebox, gifting the buyers with a unique way to watch the experience.

Dreamland VR

Bob Burnquist, one of the greatest skateboarders ever, was about to release his first pro shoe by Oakley Brazil. To deliver something more relevant to consumers, we created an amazing VR experience at Dreamland, the skater's famous backyard playground. The audience had the opportunity to put on Bob's shoes and ride his own mega ramp.

The film was released in both YouTube 360 and Facebook 360. We also created a limited-edition cardboard VR viewer attached to the shoebox, gifting the buyers with a unique way to watch the experience.

2016 
CuboCC / Flagcx 

2016 
CuboCC / Flagcx 

Role 
Art Direction / Graphic Design

Role 
Art Direction / Design 

AGENCY: CuboCC / Flagcx, CEO / CCO: Roberto Martini, HEAD OF ART: Nando Sperb, CW/COPYWRITER: Daniel Busch, HEAD OF ART: Nando Sperb, ART DIRECTORS: Eduardo Macedo, Nando Sperb, Wenis Bonilha, ART ASSISTANT: Cezar Arai, COPYWRITERS: Daniel Busch, Letícia Martines, PRODUCTION COMPANY: Santa Transmedia, VIDEO DIRECTOR: Filipe Blaq Zapelini, PHOTOGRAPHY: Flavio SamelO, CLIENT: Oakley

*

005 → 
Next Bank

005 → 
Next Bank

NextJoy

To launch NextJoy, the digital bank account associated with Disney that teaches financial education to the younger generation, we come up with the concept: Making the Magic Happen. So, based on 5 Disney characters, we created a campaign that shows how financial independence could be a powerful tool for the kids.

NextJoy

To launch NextJoy, the digital bank account associated with Disney that teaches financial education to the younger generation, we come up with the concept: Making the Magic Happen. So, based on 5 Disney characters, we created a campaign that shows how financial independence could be a powerful tool for the kids.

To reposition it as a fashion sportswear brand, we brought back the glamour from their iconic past and created a story inspiring people to live that legacy now.

2020 
R/GA

2020 
R/GA

Role 
Creative Direction / Art Direction / Graphic Design

Role 
Creative Direction / Art Direction / Graphic Design

006 → 
Havaianas

006 → 
Havaianas

Havaianas MTV Awards

In 2018, Havaianas was one of the main sponsors of MTV MIAW Awards. So to connect Havaianas with a young target, we come up with a second screen experience. During the break, we showed Whindersson Nunes, one of the most famous digital influencers in Brazil, trying to exchange Cleo's Havaianas sandals with the audience.

Havaianas
MTV Awards

In 2018, Havaianas was one of the main sponsors of MTV MIAW Awards. So to connect Havaianas with a young target, we come up with a second screen experience. During the break, we showed Whindersson Nunes, one of the most famous digital influencers in Brazil, trying to exchange Cleo's Havaianas sandals with the audience.

2019 
AlmapBBDO 

2019 
AlmapBBDO

Role 
Creative Concept / Art Direction

Role 
Creative Concept / Art Direction

007 → 
Havaianas

007 → 
Havaianas

Real-life cheat codes

Old school Gamers used to share a common dream: to make video games cheat codes available in real life. That’s what we did with Havaianas, the world’s biggest flip-flop brand to celebrate International Gamer's Day.

We’ve programmed cheat codes from classic video games in the brand’s e-commerce and invited people to discover them. When they did, ta-da: an exclusive discount was unlocked. A virtually no-cost activation that drove sales 21% in the period of the campaign.

Real-life cheat codes

Old school Gamers used to share a common dream: to make video games cheat codes available in real life. That’s what we did with Havaianas, the world’s biggest flip-flop brand, to celebrate International Gamer's Day.

We’ve programmed cheat codes from classic video games in the brand’s e-commerce and invited people to discover them. When they did, ta-da: an exclusive discount was unlocked. A virtually no-cost activation that drove sales 21% in the period of the campaign.

2020 
AlmapBBDO 

2020 
AlmapBBDO

Role 
Creative Concept 

Role 
Creative Concept

CREATIVE AGENCY: AlmapBBDO / CCO: Luiz Sanches / EXECUTIVE CREATIVE DIRECTOR: Ricardo Chester / CREATIVE DIRECTORS: Fernando Duarte, Henrique Del Lama / ART DIRECTORS: Edu Macedo, Lucas Andrade / DESIGNER: Lucas Andrade / COPYWRITER: Bruno Bizuti

*

008 → 
Volkswagen

008 → 
Volkswagen

New Polo / Up! / Amarok

In 2016, after launching its new modular design platform called MQB, Volkswagen introduced a new brand positioning in the Brazilian market.

The evolution of this movement on the digital landscape is told on the brand's subsequent websites: Amarok, up! and New Polo, the new models for 2016-2017. To create a consistent identity between the platforms, we established a system focused on 3 key points: sophisticated art direction, intuitive UX/UI, and relevant content.

New Polo / Up! / Amarok

In 2016, after launching its new modular design platform called MQB, Volkswagen introduced a new brand positioning in the brazilian market.

The evolution of this movement on the digital landscape is told on the brand's subsequent websites: Amarok, up! and New Polo, the new models for 2016-2017. To create a consistent identity between the platforms, we established a system focused in 3 key points: sophisticated art direction, intuitive UX/UI and relevant content.

2017 
AlmapBBDO 

2017 
AlmapBBDO
 

Role 
Creative Concept / Art Direction / Graphic Design / UX 

Role 
Creative Concept / Art Direction / UX / Design 

CHIEF CREATIVE OFFICER: Luiz Sanches, EXECUTIVE CREATIVE DIRECTOR: Bruno Prosperi, COPYWRITER: Bruno Bizuti, ART DIRECTOR: Eduardo Macedo, DESIGNER: Eduardo Macedo, Eduardo Gooda, PRODUCER: Vera Jacinto, Diego Villas Bôas and Tatiana Martins, DESIGNER: Cezar Arai, DIGITAL CREATIVE DIRECTOR: Luciana Haguiara, HEAD OF ART: Pedro Burneiko, UX: Caroline Kayatt, TECNOLOGY DIRECTOR: Eduardo Bruschi Cardoso, PROJECT MANAGER: Wagner Gomes, TECNOLOGY PRODUCTION HOUSE: Slikland and One Studio, Account Service: Filipe Bartholomeu, José Lopes, Ana Beatriz Moreira Porto, Fernanda Portugal, Leticia Carvalho, Fernando, PLANNING: Cintia Gonçalves, Sergio Katz, Marcus Freitas, Felipe Masson, Rodrigo Friggi, Ana Beatriz Nunes, Rafael Savone.

*

009 → 
Capital Skateboarding

009 → 
Capital Skateboarding

Monumental

I designed these boards for a Brazilian skateboarding brand. With a modernist touch, the visual concept behind the graphics was inspired by the reinforced concrete, one of the most important element of the modernist architecture at the 20th century.

Easily found on the most iconic Brasilia city' buildings designed by Oscar Niemeyer.

Monumental

I designed a series of boards for a Brazilian skateboarding brand. With a modernist touch, the visual concept behind the graphics was inspired by the reinforced concrete, one of the most important element of the architecture at the 20th century.

Easily found on the most iconic Brasilia city' buildings designed by Oscar Niemeyer.

2013 
Personal

2013 
Personal

Role 
Creative Concept / Art Direction / Graphic Design

Role 
Creative Concept / Art Direction / Design 

010 → 
Miscellaneous

010 → 
Miscellaneous

Archive

Here are some random collabs and authorial projects, crafted over the past few years.

Archive

Here are some random collabs and authorial projects, crafted over the past few years.

2009-2019 
Random

2009 - 2019
Freelancing

Role 
Creative Concept / Art Direction / Graphic Design 

Role 
Creative Concept / Art Direction / Graphic Design

THANK YOU for YOUR TIME.

THANK YOU
for YOUR TIME.

For more information and future projects drop me a line at:
eduarmaced@gmail.com

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For more information and future projects drop me a line at: eduarmaced@gmail.com
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