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.

PAULO MARIANO
ADS •••• ABOUT •••• AWARDS •••• WORDS




World-wide brand movie ↑ Translated into four languages




EDP CHANGING
TOMORROW NOW

Global Brand Campaign



︎ Featured in:

Direção de Arte e Storytelling Visual — Projeto EDP Changing Tomorrow Now, ideation, design, photography, Creative Director, Art director

“Hope is no strategy. Getting things done moves us forward. Go on and change things for a better future. Future is the place where I want to live.”— Thomas Hammer


campaign site

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MY ROLE / Concept, Strategy, Art Direction
WHERE / Solid Dogma
TEAM / Pedro Pires, João Freitas, Ana Castanho
CAST / Carolina Piteira, Francisco Lufinha, Alexandre Farto aka Vhils
CLIENT / EDP







CTN // A NEW PURPOSE CHANGES EVERYTHING

Generating renewable energy from 20 countries, the energy company has the ambition to be 100% green by 2030 using wind, sun and water energy.
For this it was time for the brand to occupy a place of relevance in the change of behaviors that are capable of generating sustainable, economic and environmental impact, as well as strengthening its support and focus on the transformation of a greener, more inclusive, more collaborative world.




“It's in our hands. You can only change the world if you can change yourself.”






CTN // A WORLDWIDE STRATEGY

 Why communicate anything other than an intention, if everything else about brands and commodity products is already known?
The main challenge was to unify communication across different countries through a new purpose.

The strategy therefore focused on credibility through action, not purpose communication alone.
That’s the global EDP signature: Changing Tomorrow Now.




This is the first time the brand has launched a positioning matrix and new narrative simultaneously in all the countries where it operates, aligning brand purpose with consistent global execution.









If our mission is to influence, let's empower those who, today, are trying to do it.
Real people with real challenges, turning purpose into visible action.






CTN // THE VOICES OF EDP - THE AGENTS OF CHANGE

Using known activists as the main focus of communication made EDP’s ambitions as credible as its individual actions during the year.
Five different ways to spread the message of change. Five different projects.

With Francisco Lufinha crossing an ocean with just the force of the wind. With Vhils creating a new marine reef, reusing materials from deactivated thermoelectric plants. With the Surf For Tomorrow team preparing tomorrow's surf champions. Developing Solar Communities where energetic solidarity is the main unifying force. With Carolina Piteria using art to alert us of the necessity to change now.






CTN ATLANTIC MISSION - The project
47 days - 6,700 kilometer journey   |   Boat: 7.2-meter-long and 5.6-meter-wide trimaran   |   Route: Lisbon > Caribbean Island of Martinique



Brand purpose advertising campaign for EDP energy company Lufinha Keyvisual




CTN ART REEF - The project
The 1st underwater exhibition in Portugal, created by Vhils   |   1.250m2 exhibition area - 10m minimum depth   |   13 works: 8 iron, 5 concrete   |   Albufeira - Algarve


Creative direction for EDP Changing Tomorrow Now campaign underwater vhils art reef
campaign highlighting EDP sustainability initiatives
Energy sector brand campaign focused on environmental impact communication

EDP Changing Tomorrow Now advertising campaign series by Paulo Mariano



CTN EXHIBITION - Visit the Virtual Exhibition
Out Of Time - Jan/2022   |    The energies of wind, sun and water and their connection with time.   |   22 pieces   |   Central Tejo EDP - Lisbon

Carolina Piteira exhibition campaign highlighting EDP sustainability initiatives
public Carolina Piteira exhibition maat brand campaignCarolina Piteira exhibition maat highlighting EDP sustainability initiatives




Aditional Campaign Actions
CTN // EDP ATLANTIC MISSION // PUT YOUR NAME ON THE LUFINHA´S BOAT

The boat on which the sailor traveled alone to the Caribbean was full of the names of Portuguese citizens. To show their support for Francisco Lufinha in the most daring mission of his career, thousands of people registered their names on the EDP website. More than 3,000 adventurers. An ocean of people.


Creative direction for EDP Changing Tomorrow Now campaign by Paulo Mariano

Energy sector brand campaign focused on environmental impact communication



Aditional Campaign Actions
CTN // EDP ART REEF // UNDERWATER EXHIBITION

Before the submersion and until the 15th of April 2023, two of the pieces—Periscope and Prison—and a photo exhibition were on public display. This allowed everyone to grasp the scale and impact of this intervention, making the environmental message physically tangible before its final transformation underwater. As an action partner of EDP, we had the pleasure of developing the communication visuals that I am sharing with you here.





Energy sector brand campaign focused on environmental impact communication vhils exhibition artreef work




outdoor billboard campaign highlighting EDP sustainability initiatives


Changing Tomorrow Now is EDP's global brand campaign on sustainability and renewable energy, concept, strategy and art direction by Paulo Mariano at Solid Dogma. Generating renewable energy across 20 countries, EDP holds the ambition to be 100 percent green by 2030 through wind, sun and water. The campaign gave the brand a place of relevance in changing behaviours capable of generating sustainable, economic and environmental impact. It marked the first time the brand launched a positioning matrix and a new narrative simultaneously across every country where it operates, aligning brand purpose with consistent global execution, under the signature Changing Tomorrow Now. Rather than communicating purpose alone, the strategy focused on credibility through action, using known activists and real projects as the agents of change. Five projects carried the message: Francisco Lufinha crossing the Atlantic powered only by wind in the EDP Atlantic Mission; the artist Vhils creating Portugal's first underwater exhibition, the EDP Art Reef, reusing materials from deactivated thermoelectric plants off Albufeira in the Algarve; the Surf for Tomorrow team preparing future surf champions; Solar Communities built on energy solidarity; and Carolina Piteira using art to alert to the urgency of change. The brand movie was translated into four languages and rolled out worldwide. An integrated global brand campaign on renewable energy, sustainability and behaviour change by Paulo Mariano, featuring Francisco Lufinha, Alexandre Farto aka Vhils and Carolina Piteira.




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