Paulo Mariano is an award-winning Senior Art Director and Creative Lead based in Lisbon, Portugal, with 25 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, Editions 7 and 8, 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, Lusófonos Creativity Awards, AIVA and Clube da Criatividade 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 da Criatividade de Portugal. Full biography and jury history.

PAULO MARIANO

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delta-coffee-advertising-print-campaign


Bellissimo Coffee

Brand Repositioning


︎ Featured in:

       

How to choose a positioning for an almost unknown brand in a marke positioned with high consumption and tradition? 


Attracting attention with its looks.

This is the conceptual territory: The Beautiful. The aesthetic value of the name is translated into a visual system built through patterns, colors, and photographic composition—adding a dimension to the brand that goes beyond the product and establishes itself as a vision of the world. A direct relationship between visuals and the sensory and social aspects of coffee consumption.

Belissimo. It's seeing the world with another flavor!

Luerzer´s Archive 200 Best 21/22


         
MY ROLE / Concept, Art Direction
WHERE / Solid Dogma
TEAM / Diogo Potes, Pedro Pires, Hugo Dias, Ana Castanho
CLIENT / DELTA CAFÉS



delta-coffee-brand-awareness-designdelta-coffee-industry-marketing-campaign
Mark




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