SW 10 — 19
HI THERE! MY NAME is EDUARDO MACEDO.
I AM MULTI-DISCIPLINARY DESIGNER
and ART DIRECTOR BASED in
SÃO PAULO, BRAZIL.
—
SW 10 — 19
HI THERE! MY NAME is EDUARDO MACEDO.
I AM MULTI-DISCIPLINARY DESIGNER
and ART DIRECTOR BASED in
SÃO PAULO, BRAZIL.
—
PROFILE
PROFILE
I STRONGLY BELIEVE in PASSION, SMART WORK, and CRAFT with CARE. CURRENTLY, I AM HAVING a GREAT TIME WORKING with THE TALENTED PEOPLE from R/GA.
I STRONGLY BELIEVE in PASSION, SMART WORK, and CRAFT with CARE. CURRENTLY, I AM HAVING a GREAT TIME WORKING with THE TALENTED PEOPLE from R/GA.
I am driven by seeking problems and solving them through creativity. Mixing bold ideas with well-crafted design to deliver high-quality work that people enjoy watching, use and share. I also like to lead teams and collaborate across departments to get the best work out of everyone involved.
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, reading plays a big part in my creative process, especially books about sociology, psychology, philosophy, and neuroscience. I believe reading allows me not only to recharge my batteries but also helps 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 branded entertainment and integrated campaigns for large brands and companies such as Volkswagen, Havaianas, Coca-Cola, Netflix, Getty Images, Oakley, Fila and many other national and international brands. My work is part of MOMA’s permanent collection and has been recognized by every major award show in the world such as D&AD, Cannes, One Show, Clio, ADC, London Awards, The FWA, Awwwards, among others.
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 seeking problems and solving them through creativity. Mixing bold ideas with well-crafted design to deliver high-quality work that people enjoy to watch, use and share. I also like to lead teams and collaborate across departments to get the best work out of everyone involved.
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, reading plays a big part in my creative process. I believe reading allows me not only to recharge my batteries but also helps 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 branded entertainment and integrated campaigns for large brands and companies such as Volkswagen, Havaianas, Coca-Cola, Netflix, Getty Images, Oakley, Fila and many other national and international brands. My work is part of MOMA’s permanent collection and has been recognized by every major award show in the world such as D&AD, Cannes, One Show, Clio, ADC, London Awards, The FWA, Awwwards, among others.
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
R/GA - Associate Creative Director
AlmapBBDO — Sr Art Director
Ampfy — Associate Creative Director
Mesa&Cadeira — Freelancing Designer
CUBOCC — Sr Art Director
W3 Haus — Head of Art
Sinc — Sr Art Director
FutureBrand — Freelancing Designer
ID\TBWA — Art Director
Cora Design Studio — Designer
TV1.com — Visual Designer
PROFESSIONAL EXPERIENCE
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
Cannes
1 x Gold/Film
2 x Silver
2 x Bronze
3 x Finalist
Cannes
1 x Gold / Film
2 x Silver
2 x Bronze
3 x Finalist
Cannes
1 x Gold / Film
2 x Silver
2 x Bronze
3 x Finalist
One Show
2 x Silver
3 x Bronze
8 x Merit
Clio
2 x Gold
3 x Silver
One Show
2 x Silver
3 x Bronze
8 x Merit
Clio
2 x Gold
3 x Silver
FIAP
1 x GP / Film
3 x Gold
1 x Silver
Clio
2 x Gold
3 x Silver
ADC
1 x Gold
2 x Silver
2 x Bronze
Shots
1 x Bronze
Online film of the year 2018
ADC
1 x Gold
2 x Silver
2 x Bronze
LIA
1 x Gold
3 x Silver
4 x Bronze
LIA
1 x Gold
3 x Silver
4 x Bronze
FIAP
1 x GP / Film
3 x Gold
1 x Silver
El Ojo
13 x Gold
3 x Bronze
FIAP
1 x GP / Film
3 x Gold
1 x Silver
Shots
1 x Bronze
Online film of the year 2018
CCSP
1 x Gold
Shots
1 x Bronze
Online film of the year 2018
El Ojo
13 x Gold
3 x Bronze
FWA
1 x SOTD
El Ojo
13 x Gold
3 x Bronze
FWA
1 x SOTD
Awwwards
1 x SOTD
Awwwards
1 x SOTD
FWA
1 x SOTD
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.
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 / Art Direction / UX / Design
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, DESIGNER: Cezar Arai, 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 →
Fila
002 →
Fila
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.
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 / 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
*
003 →
Volkswagen
003 →
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 / UX / Design
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.
*
004 →
Fila
004 →
Fila
Live the Legacy
In its golden age, FILA was one of the biggest brands during some of the greatest moments in sports history - such as tennis in the 70's, motoring in the 80's and basketball in the 90's. But the strategy to focus on pricing and the not-so-fashionable new collections drove Fila to lose their brand equity over the past few years.
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.
Live the Legacy
In its golden age, FILA was one of the biggest brands during some of the greatest moments in sports history - such as tennis in the 70's, motoring in the 80's and basketball in the 90's. But the strategy to focus on pricing and the not-so-fashionable new collections drove Fila to lose their brand equity over the past few years.
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.
2016
CuboCC / Flagcx
2016
CuboCC / Flagcx
Role
Visual Concept / Art Direction / Design
Role
Visual Concept / 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 →
Oakley
005 →
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 / 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
*
006 →
Capital Skateboarding
006 →
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 / Design
Role
Creative Concept / Art Direction / Design
007 →
Terracomprida
009 →
Terracomprida
Visual identity
Terracomprida is a small hydropower company that delivers energy to local communities in Espirito Santo, Brazil.
Inspired by modernism and minimalism movements, we wanted to come up with a bold and disruptive visual identity for them. So, exploring a singular perspective from an electric tower, we created five symbols in order to represent an energy distribution network.
Visual identity
Terracomprida is a small hydropower company that delivers energy to local communities in Espirito Santo, Brazil.
Inspired by modernism and minimalism movements, we wanted to come up with a bold and disruptive visual identity for them. So, exploring a singular perspective from an electric tower, we created five symbols in order to represent an energy distribution network.
2017
Freelancing
2017
Freelancing
Role
Creative Concept / Art Direction / Design
Role
Creative Concept / Art Direction / Design
008 →
Miscellaneous
010 →
Miscellaneous
Posters
Who doesn't like posters? Here's a personal selection of them.
The first set I made to celebrate the Brasília's 50th anniversary. The concept revolves around a city unaffected by time. The visual approach was to combine the graphic pattern from the great artist Athos Bulcao with geometric watches, making past, present and future frozen in time. The second one I created for a skateboard movie and the other one I made for the Museu Da Casa Brasileira contest. The third one I made for a friend getting a tattoo and the lettering end up been on a wall.
Posters
Who doesn't like posters? Here's a personal selection of them.
The first one I did to celebrate the Brasília's 50th anniversary. The concept revolves around a city unaffected by time. The visual approach was to combine the graphic pattern from the great artist Athos Bulcao with geometric watches, making past, present and future frozen in time. The second one I did for a friend getting a tattoo. The third one I created for a skateboard movie. And the last one was made for the Museu Da Casa Brasileira contest.
2009
Freelancing
2009
Freelancing
Role
Creative Concept / Art Direction / Design
Role
Creative Concept / Art Direction / 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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