EDU MACEDO

■ Hello there! I’m a multidisciplinary Creative/Design Director with extensive experience in Digital Design, Art Direction, and Brand Experiences. Over the past 18 years, I’ve sharpened my skills across diverse cultures — from Brazil to Germany, and now in Spain — creating global project for companies like Coca-Cola, Uber, Oakley, Volkswagen, Mondelez, and others.

■ Throughout my career, I’ve had the privilege of collaborating with top-ranked agencies such as AlmapBBDO, R/GA, Saatchi & Saatchi Germany, and Ogilvy Spain, and of receiving awards including Cannes Lions and D&AD, among others. This is a collection of the projects I’m most proud of, developed alongside incredible people during my time as a Sr. Designer and Sr. Art Director. I hope you enjoy them!

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EDUARMACED@GMAIL.COM

001 — 
ENDLESS STORIES

After many successful campaigns, Getty Images aimed to take its concept, Endless Possibilities, to the next level.

The challenge was clear: How can we demonstrate that, with Getty Images, you have limitless creative freedom to create anything you can imagine?

Our idea: If you can produce entertainment content that engages people, you can truly do anything. We just need to find an outstanding story and the right footage and photos. Good luck with that!

To publicize the more than 250 million images and videos in Getty Images’ editorial archive, we created a short film and an interactive video — made entirely from our content (600 archive files) — about the stories that unfolded in parallel with the Fight of the Century.

Through tense 15 rounds, the fighters delivered some of the best punches the world has ever seen. But that’s not the only thing that happened on March 8.

AGENCY → ALMAPBBDO

MY ROLE → CONCEPT / ART DIRECTION / VISUAL DESIGN / UX / UI

002 — 
GOYA NO. GYOZA SI.

Uber Eats goes far beyond food: through the app you can order just about anything. Well, almost anything. And we believe that this ‘almost almost anything’ is exactly the sweet spot.

Because while it may seem like being able to order absolutely anything would solve all our problems, the truth is we don’t control everything — and sometimes things don’t turn out the way we expect.

Building on the global platform “Get Almost Almost Anything,” we created a brand campaign 100% tailored to the Spanish audience — full of storytelling and cultural references, ranging from the Goya Awards and Goya’s paintings to the infamous failed restoration of the Ecce Homo in Borja, and even the instant classic “Montoya, por favor!”.  

And to top it off, starring one of Spain’s most beloved and iconic figures: Antonio Banderas.

AGENCY → OGILVY SPAIN

MY ROLE → CONCEPT / ART DIRECTION 

003 — 
OREO CHEAT COOKIES

We were given an exciting challenge by Mondelez Europe: to announce a partnership between OREO and Xbox. They challenge Saatchi & Saatchi Germany to create an idea that would not only connect with the gaming community but also resonate with a wider audience. 

Our team drew inspiration from Xbox's iconic gamepad buttons and transformed OREO cookies into a gaming experience. It wasn’t just about introducing new designs; we aimed to push the boundaries further. 

That’s why we made a groundbreaking decision — to feature not one, but six different embossments on the cookies.

These unique designs allowed players to create cheat codes. The cheat codes unlocked a range of thrilling prizes, including exclusive in-game content for popular Xbox franchises and even personalized gaming consoles.

It was a privilege to help the team bring this idea to life.

AGENCY → SAATCHI & SAATCHI GERMANY

MY ROLE → ART DIRECTION / VISUAL DESIGN

004 — 
LIVING IMAGES

In a recent study from Getty Images, 81% of people surveyed globally said that companies should be environmentally aware in all their advertising and communication.

And since Getty Images’ potential clients are advertising agencies, major companies and communications professionals, we wanted to inspire them to be more environmentally conscious and to keep the world moving forward – all while showing the endless imagery possibilities the brand has to offer.

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.

AGENCY → ALMAPBBDO

MY ROLE → CONCEPT / ART DIRECTION

005 — 
BE THE MONSTER

There is no way back. Face your fate. Be the monster. 

To launch the new Fila running shoes, we developed a campaign that brings storytelling to a product that is usually all about rational and functional benefits.

Inspired by the tale of ZIMWI, a mythological African legend that named the shoe, we created a short film that tells the story of a boy that is scared into learning how to run.

AGENCY → CUBOCC / FLAGCX

MY ROLE → ART DIRECTION / VISUAL DESIGN / UX/UI

006 — 
UBER EATS

As the name might suggest, Uber Eats isn’t just about food. It’s way more than that. In fact, you can order almost anything through the app — from Asian cuisine to video games.

That’s why our task wasn’t just to adapt the global platform “Get Almost Almost Everything” by creating new wordplays, but to make it truly relevant for the Spanish audience, both through situations and products.

After all, Spain is one of the few markets where Uber Eats is not the leader, but the runner-up, right behind a local competitor.

AGENCY → OGILVY SPAIN

MY ROLE → CONCEPT / ART DIRECTION

007 — 
THE CAPPY EFFECT

Cappy, Europe's Minute Maid counterpart, has always been synonymous with joyous families, delightful breakfasts, and... orange juice. 

It was in this scenario that we should launch their new lemonade flavours and position them as the perfect company for weekday lunches.

Yep, right in the moment when people turn the autopilot mode on and scroll down their phones to forget about their boring routines.

But sometimes all you need to break this autopilot mode is a little push. Or a little kick. Introducing: The Citrus Kick Effect.

AGENCY → STUDIO X / WPP

MY ROLE → CONCEPT / ART DIRECTION / VISUAL DESIGN

008 — 
NEXT JOY

Next bank - one of the biggest fintech in Brazil, with more than 10 million clients - teamed up with Disney to launch next Joy, its first bank account for children and teenagers.

But unlike the others, this would be the first account of its kind to also offer financial education, with content segmented by age group and developed in partnership with Disney under the guidance of pedagogies.

Among other functionalities, parents can use allowance features and educational “missions” with non-financial rewards on next Joy.

AGENCY → R/GA

MY ROLE → CONCEPT / ART DIRECTION / VISUAL DESIGN

009 — 
VW DIGITAL PLATAFORM

In 2019, Volkswagen introduced three models in Brazil—Polo, Amarok, and up!—and our task was to launch them online with a consistent brand experience using a single design system.

We tailored each site to its audience: Polo emphasized technology and connectivity (trim comparison, infotainment highlights);

Amarok focused on performance and toughness (visual storytelling around power and off-road capability); and UP! adopted a light, urban tone (personalization modules, fuel-efficiency messaging).

AGENCY → ALMAPBBDO

MY ROLE → CONCEPT / ART DIRECTION / VISUAL DESIGN / UX/UI

010 — 
TREND T

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.

AGENCY → FREELANCE

MY ROLE → CONCEPT / ART DIRECTION / VISUAL DESIGN / UX/UI

011 — 
LIVE THE LEGACY

We were responsible to Fila's brand repositioning in Brazil

Born in 1911 in Biella, Italy, Fila has always been linked with great athletes and its sports clothing and accessories. And now the brand want to rescue those years of glory looking through his past and paying tribute to these figures like Bjorn Borg and Guillermo Vilas in tennis, Nelson Piquet in motorsport, Grant Hill in basketball.

The idea is to invite the consumer to immerse yourself in the history of the Fila and create his own legacy.

The repositioning will also feature a collection where the brand will give an innovative look and adds new technology to classic pieces that have already been successful selling. This new moment was called "Live The Legacy" and it also celebrates the Fila’s 30 years in Brazil.

AGENCY → CUBOCC / FLAGCX

MY ROLE → CONCEPT / ART DIRECTION / VISUAL DESIGN / UX/UI

012 — 
MISCELLANEOUS

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A 20-year mix of projects—posters and lettering I’m super proud of, showing my take on contemporary design: personal, precise, expressive.

AGENCY → FREELANCE

MY ROLE → CONCEPT / ART DIRECTION / VISUAL DESIGN / LETTERING

013 — 
CAPITAL SKATEBOARD

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.

AGENCY → FREELANCE

MY ROLE → CONCEPT / ART DIRECTION / VISUAL DESIGN

014 — 
DREAMLAND VR

In skateboarding culture, when you buy pro model shoes, it means you aspire to skate as good as that professional. So, what if we could literally deliver that sensation to our target audience, who admire the professional skater Bob Burnquist?

To promote the launch of Oakley’s first skate shoes with Bob’s signature, we created “Oakley Dreamland VR”: An immersive experience in the Megaramp with Bob Burnquist - that comes inside the brand’s new skate shoe box.

The experience allows people to discover the feeling of a complete drop in the gigantic ramp located in Bob’s backyard.

AGENCY → CUBOCC / FLAGCX

MY ROLE → CONCEPT / ART DIRECTION / VISUAL DESIGN

■ I'm so glad you're still here! I’d love to share a bit more about myself. I'm a multidisciplinary designer and art director with 18 years of experience, turning communication challenges into creative solutions that really connect with people. I’m into everything from typography and semiotics to new tech, and I love mixing bold ideas with eye-catching visuals.

But the thing is, my curiosity goes beyond design — I’m also deeply interested in philosophy, psychology, and the exciting world of emerging techs like blockchain, Web3, and AI. That curiosity has led me to work on global campaigns for brands like Coca-Cola, Oreo, Getty Images, and Volkswagen — and I’m excited to see where it takes me next!

Over the years, I’ve had the chance to work with some amazing agencies like AlmapBBDO, R/GA, Saatchi & Saatchi Germany, and Ogilvy Spain — and along the way, I’ve picked up a few awards too. One of the proudest moments was Endless Stories for Getty Images, which ended up in MoMA’s Permanent Collection. Pretty cool, right?

■ Right now, I’m looking for a place that genuinely cares — about people, the work, and the planet. Somewhere I can pitch in by sharpening creative strategy, leveling up the craft, and leading awesome teams while building real relationships with clients. A place that values collaboration but also gives people the space to take ownership.

If this resonates with you, feel free to reach out. I'd love to chat and share how I see this brave new world taking shape. 


Over the last years, I’ve been working with my soul mate Leo Marçal. You can check his LinkedIn here and our portfolio as a team here.

WORK
EXPERIENCE

2023/PRESENT ─ OGILVY 🇪🇸
SENIOR ART DIRECTOR

2022/2023 ─ SAATCHI & SAATCHI 🇩🇪
SENIOR ART DIRECTOR

2020-2021 ─ R/GA 🇧🇷
ASSOCIATED CREATIVE DIRECTOR

2016/2020 ─ ALMAPBBDO 🇧🇷
SENIOR ART DIRECTOR

YOU CAN VIEW MY PREVIOUS EXPERIENCE
ON MY LINKEDIN PROFILE:

↴
LINKEDIN

CLIENTS
I'VE WORKED WITH

AWARDS
& PUBLICATIONS

♦ MoMA
Endless Stories - Part of MoMA’s Permanent Collection

♦ CANNES LIONS
Gold Lion - Film
Gold Lion - Direct: Sectors - Food & Drink
Gold Lion - Direct: Culture & Context - Social Behaviour
Gold Lion - Use of Branded Content for Digital or Social
Gold Lion - Social & Influencer Social
Silver Lion - Entertainment 
Silver Lion - Film Craft, Editing 
Silver Lion - Entertainment Lions for Gaming
Silver Lion - Direct: Data & Technology - Gaming
Bronze Lion - Film Craft, Script
Bronze Lion - Design
Bronze Lion - Digital Craft
Bronze Lion - Excellence in Brand Experience
Shortlist - Digital Craft
Shortlist - Design Lions

♦ ONE SHOW
Silver - film
Silver - interactive
Bronze - online video
Bronze - interactive, craft writing
Bronze - digital design
Merit - online video
Merit - integrated
Merit - craft -web ux 
Merit - moving image
Merit - craft/writing
Merit - craft -web ux/experience
Merit - craft/editing
Merit - short form video

♦ CLIO
Gold - Film, short form
Gold - branded entertainment, film
Silver - branded content, film
Silver - film technique, editing
Silver - digital/mobile

♦ ADC
Gold - film
Silver - craft
Silver - interactive video
Bronze - branded content
Bronze - integrated
Merit - mobile website

♦ FIAP
GP Film
Gold - Film
Gold - Film Craft, Editing 
Gold - Film Craft, Content
Silver - Digital Craft

♦ D&AD
Graphite Pencil - film
Graphite Pencil - brand entertainment
Graphite Pencil - websites & Apps
Wood Pencil - digital Marketing 
Wood Pencil - digital design
In Book - Creative Use of Technology
Shortlist - User Interface Design
Shortlist - User Experience Design 
Shortlist - Use of Press & Outdoor
Shortlist - Writing for Film Ad
Shortlist - Writing for Digital Marketing
Shortlist - Integrated Digital Campaigns
Shortlist - Direct Response/Digital

♦ NEW YORK FESTIVAL
First prize - film/ interactive
First prize - branded content/editing
Second prize - film/ online
Second prize - branded content/script
Second prize - branded content/film
Second prize - film craft/ editing
Second prize - film craft/ script
Third prize - digital
Third prize - digital/ux
Third prize - digital/e-commerce 
Finalist - digital/use of medium

♦ EL SOL
Gold - film (el sol);
Gold - activation (el sol);
2 Golds - digital (el sol);
Silver - intergrated (el sol);
Silver - branded content (el sol);
Silver - craft (el sol);
Bronze - inovation (el sol);

♦ EL OJO
Gold - Film
3 Golds - Digital
2 Golds - Content
Gold - Integrated campaign
2 Golds - Digital Craft
Gold - Design
2 golds and 1 Bronze - Craft
Gold and Bronze - Media
Bronze - Experience

♦ ONE SCREEN SHORT FILM
Winner - Branded Entertainment

♦ SHOTS
Bronze - Online film of the year

♦ EFFIE
Bronze - Foods

♦ LIA
Gold - Branded entertainment
Silver - Film 
Silver - Digital, B2B 
Silver - Digital, Copywriting
Bronze - Digital, Content
2 bronzes - Non Traditional 
Bronze - Film Craft, Editing

♦ CCSP
Gold - film craft/ editing
Gold - film
Gold - digital
Silver - branded content
Silver - copywriting/digital
Bronze - integrated
Bronze - digital
Bronze - digital

♦ WAVE
GP - Digital
Gold - Digital Craft
Gold - Film
Gold - Film Craft
Silver - Digita Craft

♦ CRISTAL AWARDS
Gold - film 
Gold - branded content
Silver - digital

♦ SHARK AWARDS
Gold - Editing (shark awards);
Silver - Writing/idea (shark awards);
Bronze - Direction (shark awards);

♦ FWA
Site of the day

♦ AWWWARDS
Site of the day

♦ AICP AWARD
Advertising excellence/international

♦ WARC - THE CREATIVE 100
49º most awarded campaign of 2018
67 most awarded campaign of 2019

THX FOR STOPPING BY! S2 

SAY HELLO ☺
EDUARMACED@GMAIL.COM