Eduardo Macedo

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 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

Clio
2 x Gold
3 x Silver

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

Shots
1 x Bronze
Online film of the year 2018

LIA
1 x Gold
3 x Silver
4 x Bronze

El Ojo
13 x Gold
3 x Bronze

CCSP
1 x Gold

FWA
1 x SOTD

Awwwards
1 x SOTD

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

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.

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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

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

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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

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.

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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

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

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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

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

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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

Role
Creative Concept / Art Direction / Design

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

Role
Art Direction / Design

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

Role
Art Direction / Design

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

Role
Creative Concept / Art Direction / Design

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

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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