Marcelo Mariano

Marcelo Mariano

Design Director at Campbell Ewald
Toronto, Canada
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About me

Marcelo Mariano is a Creative Director with over 18 years of experience. During this time, he’s been working with digital design and integrated advertising for some of the most innovative places in Brazil, the US, and Canada..

Moved by his passion for illustration, he studied Design at the university and started his career in small studios. After the degree, he moved to São Paulo where he worked with the industry's greatest talents. He was proudly part of the team of AgenciaClick, JWT, F/Nazca, and DM9DDB, where he was part of the team that won ‘Agency of the Year’ in Cannes. At the same time, he also got Gold in the Cannes Young Lion International Competition.


In 2008, he started his International career at Proximity/BBDO in Canada working for Gillette Global Account. In the last 10 years, he’s worked for agencies in Canada and the US like SidLee, Publicis Sapient, R/GA, and MediaMonks. He led integrated campaigns and digital design projects for brands like Oreo, Land O’Lakes, MTV, Sanofi, Ford Motors, HP, CAMH, and Freedom Mobile.

His work was recognized by award shows like Cannes Lions, One Show, London International Award, Wave Festivals, El Ojo de Iberoamérica, Webby Award, The FWA, Awwwards, Marketing Awards, Creative Club of São Paulo, and Luzer’s Archive. In the last 6 years, he’s been part of the judges for Webby Awards and CSS Design Awards, helping to select the best digital work around the World.
He’s passionate about making great work, and he truly believes it comes with creativity, a lot of craft, and a certain amount of dedication and enthusiasm. He’s a great listener, and always open to learning and collaborating. And finally, like most Brazilians, he also loves soccer!

Sector Experience

Positions

Design Director
Campbell Ewald New York
New York, United States
2023 - Present (1 year 10 months)
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Based in Toronto, I oversee the design team spanning agency offices in Detroit, Los Angeles, and New York. Key responsibilities included elevating the agency's craftsmanship, refining design methodologies for a systemic and agile approach, generating business value through design, and spearheading visual productions. Major clients included
Creative Director
Lifelong Crush
Toronto, Canada
2022 - 2023 (1 year)
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As the creative lead for integrated and digital campaigns, I successfully cultivated a diverse creative team, nurturing its growth from inception to a team of 10 specialists. I've contributed to over 90 projects spanning 26 diverse brands. From crafting compelling TV films to developing engaging websites and social media content, I've spearheaded campaigns for notable brands such as Sweaty Betty, Dairy Farmers of Ontario, Air Miles, Kruger, ROM, Nestlé, Black Diamond Cheese, Sandbanks, Asahi, and Peroni.
Associate Creative Director
Media.Monks
Canada
2020 - 2021 (1 year)
As the design lead and hands-on art director for fully integrated campaigns, I've driven digital initiatives for esteemed brands such as HP, Fidelity, Sanofi, Post-Brand cereals, Tokyo Smoke, Oreo, and FIFA. My leadership extended to spearheading the Canadian Work of Virtual Events, where I directed the design encompassing the entire ecosystem around the Unreal platform. This involved crafting virtual stages, captivating intro videos, and engaging web pages to elevate the virtual event experience.
Associate Creative Director
Publicis Sapient
New York, United States
2018 - 2020 (2 years)
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Responsible for spearheading the design of high-impact projects and pivotal pitches, I guided a team of 8 Visual Designers in crafting robust Design Systems and impeccably curated experiences for prominent brands across North America, including Freedom Mobile, Hyundai Canada, Shaw Communications, and UPS. As a core member of the leadership team, I initiated discussions surrounding Toronto's Office Culture and the refinement of Visual Design processes.
Associate Creative Director
Zulu Alpha Kilo
Toronto, Canada
2017 - 2018 (1 year)
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As the design lead in digital projects and a hands-on art director for fully integrated campaigns, I've collaborated with clients such as Whirlpool, Wink, CAMH, Mott's Fruitsation, Interac, and Tim Hortons. Notably, I spearheaded the design of the new CAMH digital platform. This comprehensive endeavor involved crafting a responsive CMS framework, encompassing content strategy, UX design, visual design, content creation, development, and rigorous creative quality assurance.
11957 Mental Health is Health

Mental Health is Health

BRAND:
CAMH
AGENCY:
Zulu Alpha Kilo
Associate Creative Director
The Martin Agency
Richmond, United States
2015 - 2017 (2 years)
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As the design lead overseeing the agency's most high-profile and intricate digital projects, I also served as a hands-on art director for fully integrated campaigns. Managing a team of 3 visual designers, I contributed to various client projects at Martin Agency. Notably, I was part of the pioneering team behind Oreo's groundbreaking e-commerce creative venture, Oreo Colorfilled, launched in 2015. This innovative initiative garnered recognition from esteemed platforms such as the One Show, FWA, and notably contributed to The Martin Agency's attainment of Agency of the Year in The One Show. Additionally, I led the successful Delete to Feed for Land'O Lakes project, gaining widespread industry acclaim in major press coverage and receiving acclaim from the One Show.
Associate Creative Director
J. Walter Thompson Brazil
São Paulo, Brazil
2013 - 2015 (2 years)
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Assembled and led a dynamic team of 25 creatives, orchestrating the entire creative journey for digital and integrated campaigns at Ford Motors Brazil. My role involved enhancing the caliber of creative output by recruiting top-tier talent, refining operational processes, and establishing partnerships with exceptional production collaborators. Notably, I spearheaded the team behind the successful launch of three new cars in Brazil, significantly contributing to the ascent of New Fiesta and Ford KA as best-selling cars in their respective categories. Furthermore, Ford Motors Brazil achieved the prestigious accolade of Advertiser of the Year in the Creative Club of Sao Paulo in 2015, marking a pivotal moment of recognition for our collective efforts.
Associate Creative Director
R/GA
São Paulo, Brazil
2012 - 2013 (1 year)
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In charge of spearheading a versatile team of 5 creatives focused on crafting digital and social media campaigns for TIM, a major mobile carrier in Brazil. My role encompassed overseeing the end-to-end production process and ensuring stringent quality control. Collaborating closely with the project team, I strategically allocated resources for each mandate, optimizing outcomes. Our collective efforts led to the accolade-winning success of our digital platform, Blablameter, receiving recognition from esteemed Latin American award shows such as the Wave Festivals, El Ojo, and the Creative Club of São Paulo.I
Senior Art Director
Proximity Canada
Toronto, Canada
2010 - 2012 (2 years)
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s
Crafted and executed global campaigns for the Gillette Digital account, overseeing the entire process from initial concept to final implementation. Notably, I served as the art director for the highly successful global launch of The Gillette Styler. This social content campaign celebrated facial hairstyles and featured renowned celebrities such as Adrien Brody, Gael Garcia, and Andre 3000.
Senior Art Director
DM9DDB
São Paulo, Brazil
2008 - 2010 (2 years)
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I spearheaded the development, art direction, and design of impactful digital campaigns across diverse clientele, including Intel, Whirlpool, Terra, Telefonica, Honda, Tok&Stok, and Bohemia. My contributions were honored with a prestigious bronze Cyber Lion, and DM9DDB's remarkable achievements led to the agency being named Agency of the Year at the Cannes Lions Festival during the same period.
Designer
Untitled Films
Toronto, Canada
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Art Director
Zulu Alpha Kilo
Toronto, Canada
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11957 Mental Health is Health

Mental Health is Health

BRAND:
CAMH
AGENCY:
Zulu Alpha Kilo
Creative Director
Blue Hive
Sao Paulo, Brazil
3802 Wishlist Ford

Wishlist Ford

BRAND:
Ford
AGENCY:
Blue Hive

Other professional activities

The Webby Awards, New York

Awards Jury Member
2019 - Present (5 years 10 months)
In recent years, I've held the role of Associate Member at IADAS and served as a judge for The Webby Awards, the premier international awards organization that celebrates excellence on the Internet.

PHNX 2024

Awards Jury Member

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