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, SMART WORK, and CRAFT with CARE. currently, I AM spending my 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 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

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

March 8th, 1971. Muhammad Ali faces down Joe Frazier for the title of world heavyweight champion. Through a tense 15 rounds, the fighters threw perhaps the best punches the world has ever seen. But that’s not the only thing that happened on that night.

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

009 → 
Terracomprida

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.

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.

2021
AlmapBBDO

2017 
Freelancing

Role 
Creative Concept / Script / Art Direction

Role 
Creative Concept / Art Direction / Design 

003 → 
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 / 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

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 / 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

004 → 
Fila

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.

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.

2020 
R/GA

2016 
CuboCC / Flagcx 

Role 
Creative Direction / Art Direction / Graphic Design

Role 
Visual Concept / Art Direction / Design 

006 → 
Havaianas

004 → 
Fila

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.

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.

2019 
AlmapBBDO 

2016 
CuboCC / Flagcx 

Role 
Creative Concept / Script / Art Direction

Role 
Visual Concept / Art Direction / Design 

007 → 
Havaianas

004 → 
Fila

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.

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.

2020 
AlmapBBDO 

2016 
CuboCC / Flagcx 

Role 
Creative Concept 

Role 
Visual Concept / Art Direction / Design 

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

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 / 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

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 / 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.

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.

2009-2019 
Random

2009 
Freelancing

Role 
Creative Concept / Art Direction / Graphic 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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