SW 10 — 18

HI THERE! MY NAME is EDUARDO MACEDO. 
I AM MULTI-DISCIPLINARY DESIGNER
and ART DIRECTOR BASED in 
SÃO PAULO, BRAZIL.

SW 10 — 18

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, HARD WORK and CRAFT with CARE. CURRENTLY I AM HAVING a GREAT TIME WORKING with THE TALENTED PEOPLE from ALMAPBBDO.

I STRONGLY BELIEVE in PASSION, HARD WORK and CRAFT with CARE. CURRENTLY I AM HAVING a GREAT TIME WORKING with THE TALENTED PEOPLE from ALMAPBBDO.


 

I am driven by solving problems through creativity. Mixing bold ideas with well-crafted design systems to deliver high-quality work that people want to watch, interact 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 10 years of professional experience with focus on storytelling, integrated campaigns, and brand identity.

Although my strength lies in visual arts, reading plays a big part in my creative process, especially sociology, psychology and philosophy books. This allows me to keep a sharp mind in order to understand the complex world which we live in, and to propose more accurate solutions to brands’ and people's needs.

Over the past few years I've had the opportunity to create branded content and digital experiences for large brands and companies such as Getty Images, Volkswagen, Havaianas, Coca-Cola, Netflix, Oakley, Fila and many other national and international brands. My work has been recognized and awarded in the most prestigious advertising and digital festivals such as Cannes, Clio, LIA, FIAP, The FWA, among others.

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









SPECIALIZED

Creative Concept / Art Direction / Digital Interfaces / Branding Systems 



 



I am driven by solving problems through creativity. Mixing bold ideas with well-crafted design systems to deliver high-quality work that people want to watch, interact 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 10 years of professional experience with focus on storytelling, integrated campaigns, and brand identity.

Although my strength lies in visual arts, reading plays a big part in my creative process, especially sociology, psychology and philosophy books. This allows me to keep a sharp mind in order to understand the complex world which we live in, and to propose more accurate solutions to brands’ and people's needs.

Over the past few years I've had the opportunity to create branded content and digital experiences for large brands and companies such as Getty Images, Volkswagen, Havaianas, Coca-Cola, Netflix, Oakley, Fila and many other national and international brands. My work has been recognized and awarded in the most prestigious advertising and digital festivals such as Cannes, Clio, LIA, FIAP, The FWA, among others.

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

 




SPECIALIZED


Creative Concept
Art Direction
Digital Interfaces
Branding Systems 

 


PROFESSIONAL EXPERIENCE

Sr Art Director AlmapBBDO
ACD — Ampfy 
Sr Art Director — CUBOCC
Head of Art — W3 Haus 
Sr Designer — FutureBrand
Art Director — ID\TBWA
Designer — Cora Design Studio
Visual Designer — TV1.com

 


PROFESSIONAL EXPERIENCE

Sr Art Director — AlmapBBDO
ACD — Ampfy 
Sr Art Director — CUBOCC
Head of Art — W3 Haus 
Sr Designer — FutureBrand
Art Director — ID\TBWA
Designer — Cora Design Studio
Visual Designer — TV1.com

 


AWARDS

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

Clio
2 x Gold
3 x Silver

Clio
2 x Gold
3 x Silver

Clio
2 x Gold
3 x Silver

FIAP
1 x GP / Film
3 x Gold
1 x Silver

FIAP
1 x GP / Film
3 x Gold
1 x Silver

FIAP
1 x GP / Film
3 x Gold
1 x Silver

Shots
1 x Bronze

Online film of the year 2018

Shots
1 x Bronze

Online film of the year 2018

Shots
1 x Bronze

Online film of the year 2018

LIA
1 x Gold
3 x Silver
4 x Bronze

LIA
1 x Gold
3 x Silver
4 x Bronze

El Ojo
13 x Gold
3 x Bronze

El Ojo
13 x Gold
3 x Bronze

El Ojo
13 x Gold
3 x Bronze

CCSP 
1 x Gold 

CCSP 
1 x Gold 

CCSP 
1 x Gold
 

FWA 
1 x SOTD 

FWA 
1 x SOTD 

FWA 
1 x SOTD

Awwwards
1 x SOTD 

Awwwards
1 x SOTD 

Awwwards
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 

GettyEndlessStories_01a
Site_INTRO_Cartelas_Date
LOGO_KV
GettyEndlessStories_23a
GettyEndlessStories_23b
Logo_01
Logo_02
GettyEndlessStories_03b
COMP_01
COMP_02
GettyEndlessStories_05
GettyEndlessStories_07
GettyEndlessStories_24
GettyEndlessStories_25
GettyEndlessStories_26
GettyEndlessStories_27
GettyEndlessStories_28-1
GettyEndlessStories_28
GettyEndlessStories_11b
GettyEndlessStories_Mobile_01-1
GettyEndlessStories_Mobile_02
GettyEndlessStories_12
GettyEndlessStories_20
GettyEndlessStories_13


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 

01_Fila_Zimwi_Poster
07_Fila_Zimwi_Photosb
02_Fila_Zimwi_Feedback_a
05_Fila_Zimwi_BusStop
03_Fila_Zimwi_Posterb
06_Fila_Zimwi_OOHb
04_Fila_Zimwi_Mobile


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 

VW_Polo_01
VW_Polo_02a
VW_Polo_03b
VW_Polo_04_icones
VW_Polo_04
VW_Polo_05a
VW_Polo_05b
VW_Polo_06a
VW_Polo_07
VW_Polo_08_Mobile_a
VW_Polo_08_Mobile_b
VW_up_01
VW_up_02a
VW_up_02b
VW_up_02c
VW_Up_03_Icon
VW_up_04_Mobile
VW_up_05
VW_up_06
VW_Amarok_01
VW_Amarok_02
VW_Amarok_03
VW_Amarok_04
VW_Amarok_05
VW_Amarok_06
VW_Amarok_07
VW_Amarok_08


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 

Fila_LiveTheLegacy_img01
Fila_LiveTheLegacy_img018
Fila_LiveThelegacy_Color
Fila_LiveThelegacy_LogoMalha
Fila_LiveThelegacy_TypeColor
Fila_Boards_Acting
Fila_Boards_Products
Fila_LiveTheLegacy_img03
Fila_LiveTheLegacy_img04
Fila_LiveTheLegacy_img05
Fila_LiveTheLegacy_img011
Fila_LiveTheLegacy_img010a
Fila_LiveTheLegacy_img015
Fila_LiveTheLegacy_img010b
Fila_LiveTheLegacy_img012
Fila_LiveTheLegacy_img032


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 

00
Board_Oakley
Oakley_VR_Instruction
Oakley_Kit_02
Oakley_KV_01
Oakley_KV_02
Oakley_KV_Grid
Oakley_KV_03
Oakley_Mobile_01
Oakley_Mobile_02
Oakley_WebSite_Desktop


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 → 
O Boticario / Make B.


006 → 
O Boticario / Make B.


Rio Sixties

To draw consumers' attention to the launch of a new makeup collection inspired by Rio Sixties, Make B. invited people to send a classic postcard to their friends from the most famous sites in Rio: Ipanema, Copacabana, Lapa and Cristo Redentor. And of course, to make the experience more personal, the users could write a special message on the back of the postcard.

Rio Sixties

To draw consumers' attention to the launch of a new makeup collection inspired by Rio Sixties, Make B. invited people to send a classic postcard to their friends from the most famous sites in Rio: Ipanema, Copacabana, Lapa and Cristo Redentor. And of course, to make the experience more personal, the users could write a special message on the back of the postcard.

 


2013 
W3haus

2013 
W3haus

 


Role 
Creative Concept / Art Direction / Design 

Role 
Creative Concept / Art Direction / Design 

Boticario_MakeB_RioSixties_01
KV_01
RioSixties_Mood_Board
Boticario_MakeB_RioSixties_03a
Boticario_MakeB_RioSixties_03b
post_01
post_04
post_02
post_03
Boticario_MakeB_RioSixties_02
Boticario_MakeB_RioSixties_02b
Boticario_MakeB_RioSixties_02d
Board_TYPE_01
Board_TYPE60
Logo_01
Logo_02
SiteLaptop_RioSixties
Site_01b

007 → 
Netflix


007 → 
Netflix


Sense8: Decoded

Sense8 is an Original Netflix series by the Wachowskis. It's hard to put it in a box. It looks like sci-fi but touches on religion, gender issues, multiculturalism, and even Korean underground fighting.

To convey its broad appeal, we created SENSE8:DECODED: a series of short interviews with eight experts on various fields to explain the world beyond the series. The goal was to make sure everyone felt connected to it in some way. We also created a website where the audience could watch the videos and discover more about each specialist.

Sense8: Decoded

Sense8 is an Original Netflix series by the Wachowskis. It's hard to put it in a box. It looks like sci-fi but touches on religion, gender issues, multiculturalism, and even Korean underground fighting.

To convey its broad appeal, we created SENSE8:DECODED: a series of short interviews with eight experts on various fields to explain the world beyond the series. The goal was to make sure everyone felt connected to it in some way. We also created a website where the audience could watch the videos and discover more about each specialist.

 


2016 
CuboCC / Flagcx 

2016 
CuboCC / Flagcx

 


Role 
Art Direction / Design 


Role 
Art Direction / Design 

Netflix_Sense8DecodedComp
Netflix_01
Netflix_WebSite_Desktop-1
Netflix_07
Netflix_05

008 → 
Coca-Cola


008 → 
Coca-Cola


Every Coca-Cola counts

The Brazilian family is always struggling to save money. This reflects on the teens' pockets - and consequently, on their way to enjoy life. To help Coca-Cola launch its promotion "Cada Coca-Cola conta", we created a series of posters exploring the available benefits: cinema tickets, admissions to concerts and more.

To participate, you needed to buy one Coke, head on to the website and register the code found in the caps or rings. After that, the caps were automatically converted into points that could be exchanged for a variety of gifts.

Every Coca-Cola counts

The brazilian family is always struggling to save money. This reflects on the teens pockets - and consequently, on their way to enjoy life. To help Coca-Cola launch its promotion "Cada Coca-Cola conta", we created a series of posters exploring the available benefits: cinema tickets, admissions to concerts and more.

To participate, you needed to buy one Coke, head on to the website and register the code found in the caps or rings. After that, the caps were automatically converted into points that could be exchanged for a variety of gifts.

 


2016 
CuboCC / Flagcx 

2016 
CuboCC / Flagcx

 


Role 
Art Direction / Design 


Role 
Art Direction / Design 

Coke_img00
Coke_img02
Coke_img04
Coke_img05
Coke_img06
Coke_img07
Coke_img09_Posters01a
Coke_img09_Posters02a
Coke_img08

009 → 
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 

Terracomprida_MoodBoard01
Terracomprida_01
Terracomprida_11b
Terracomprida_11a
Terracomprida_02a
Terracomprida_08
Terracomprida_10
Terracomprida_09
Terracomprida_05
Terracomprida_06
Terracomprida_07
Terracomprida_14

010 → 
Miscellaneous


010 → 
Miscellaneous


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.

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 

01_POSTERS_BSB
01_POSTERS_BSB01
01_POSTERS_BSB02
01_POSTERS_BSB03
02_Break_Poster
03_CPTL_MCB_Poster

THANK YOU for YOUR TIME.



THANK YOU
for YOUR TIME.

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



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