Paulo Mariano is an award-winning Senior Art Director and Creative Lead based in Lisbon, Portugal, with 23+ years of experience developing integrated advertising campaigns, brand activations, brand identity systems and visual storytelling for global brands including Netflix, Emirates, EDP, LIDL, Gatorade, Delta Cafés and Bank of Brazil. Selected for Lürzer's Archive 200 Best Digital Artists Worldwide 2024/25 and recognised by ADC Europe, EFFIE, CCP and Lusófonos Awards. Final jury member at MAD STARS 2026 in Busan, and jury member at NYF New York Festivals, FIAP, AdForum PHNX, Ad Black Sea, White Square, AIVA and Clube de Criativos de Portugal. Spoke at MAD STARS 2026 on the five human behaviours that push a creative towards the average. Working with Generative AI tools including Midjourney, Sora, Gemini and Adobe Firefly for concept development, moodboards and visual exploration.

Beyond advertising, Paulo Mariano writes short fiction and essays in Portuguese, published in the Words section of this site, and develops authorial visual art. These pieces explore attention, perception, identity and the ordinary moments most people walk past. The written work sits alongside the commercial work as a separate body, with its own reading.

Work featured in Lürzer's Archive, All About Francis, Lürzer's Archive, Paulo Mariano, Ad Age, The SkinBook, Best Ads on TV, The SkinBook, ADCE / ADC Europe 2024 and CCP, Clube Criativos Portugal. Full biography and jury history.

All About Francis is an authorial generative AI project by Paulo Mariano, Senior Art Director and Creative Lead based in Lisbon. Begun in August 2023 during World Youth Day, it art-directs an alternative journey of Pope Francis across 22 real locations in Portugal, from the Douro to the Alentejo, from Vila Franca to Lourinhã.

The images on this page show that fictional journey: Francis among campinos in Ribatejo gala costume, at grape harvests, on beaches, in village squares and along the coast. Two films document the project and its making. The still images were produced treating artificial intelligence as a camera rather than as an illustration tool.

Selected for Lürzer's Archive 200 Best Digital Artists Worldwide 2024 and awarded Bronze in Design at the ADC Europe Awards 2024. Covered by Briefing, Meios & Publicidade, Clube de Criativos de Portugal and Best Ads on TV.

 



AI art direction photography project Portugal on Lurzers Archive 200 best digital artists



All About Francis

A.I. Visual Storytelling


       

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August 2023. While the world focused on the Pope’s arrival in Lisbon for World Youth Day, the narrative was reimagined: what if Francis—only the man—moved freely across Portugal, without an agenda?

On the very same day, in the very same hours, this photography-driven system began. Treating A.I. as my camera, I art-directed an alternative journey of Francis across 22 real locations in Portugal, exploring the human pursuit of freedom.

This project is an authorial creation with artistic objectives, independent of political, religious, or brand ideology. All About Francis explores universal themes such as time, recognition, behavior, and identity, while deliberately integrating artificial and inorganic resources as part of the creative process.



https://www.instagram.com/all_about_francis/

WYD 2023 - World Youth Day - Lisbon happened between 1 and 6 August
https://www.lisboa2023.org/en

Featured on: Best Ads on TV




Generative AI and art direction project exploring identity and freedom through location-driven images






AI-as-camera visual storytelling: Francis depicted in real locations (authorial project)
Art direction and visual storytelling for All About Francis AI project by Paulo Mariano


The allegory of the image and the present: a Pope digitally created by a machine, manipulated for an experience and visit he did not make, will not make, and paradoxically reveals his most human and vulnerable side - in a machined fiction work about a man who is Pope, and not about the Pope who is a man, visiting the four corners of the country. This was the thought and challenge, in an aesthetic and philosophical exploration of the construction and codes of identity, juxtaposed with the moment of Pope Francis's visit during the World Youth Day in Lisbon, emphasizing questions surrounding the most anticipated presence and dominant pursuit of the moment - around a figure, a Pope, who embodies a faith, and a man who wants to be flesh and blood/live.








In this embodiment, precisely, semiotic questions arise that Paulo Mariano sought to resolve in the direction of parametrized art for Artificial Intelligence optimization. The image generates confusion, doubt: Is it documentary? Is it artistic? Is it purely utopian? Is it real? Is it him? What makes him be him, or what makes us be us - because we recognize him as Pope Francis, an ethereal/distant figure who now lands here? The parameters and commands to generate simulations led to photos interpreted by a non-human system, which traverses everything aesthetically available in terms of digitally searchable and stored data about this man and this tag: Pope Francis.



AI creative photography series Portugal




all about francis Generative AI art direction journey 22 locations

This search is local, it's in Portugal. "All About Francis" brings another journey and systematizes a Francis who travels a long route, from his digital birth: from Douro to Alentejo, from the singularities of Vila Franca to Lourinhã, in the beaches, grape harvests, or views that this official route will not reach. Here, there is a normalized, close Francis, fictionalized in manifestations that place him today, as a man, among us. The "All About Francis" gallery and journey is available on Instagram, and Paulo Mariano will continue to explore his art direction in communion with the machine, the A.I.




DEEP DIVES INTO EACH IMAGE  // CULTURE, TRADITIONS, MUSIC, CLOTHES

Clothes: The campinos and their colorful gala costumes are a traditional presence in any Ribatejo party. The photos show the fearless knights of Ribatejo during the National Agriculture Fair throughout the 1980s, in the old Campo "Emílio Infante da Câmara", still on the plateau of Santarém/Ribatejo.
Music: Fandango By Folkloric Ranch Os Camponeses, founded on 14 January 1958. The Fandango is arguably the most publicized dance of Ribatejo folklore.






Artificial intelligence art direction portfolio
AI visual storytelling campaign project



MEDIA COVERAGE // LINKS


< Project Release >






Recognition slide for All About Francis: ADCE Awards Bronze and Lürzer’s Archive 200 Best Digital Artists