Paulo Mariano – Art Director Portfolio

Paulo Mariano is a multi-disciplinary Creative Director and Art Director based in Lisbon, Portugal. His portfolio showcases a wide range of award-winning projects across branding, advertising, design strategy, visual communication, and creative campaigns for international agencies and brands — most recently selected for Lürzer's Archive "200 Best Digital Artists Worldwide 2025". With a multicultural background, Paulo has developed his career across Brazil and Portugal, bringing a global perspective and creative versatility to his work. Areas of expertise include art direction, creative direction, brand identity, integrated campaign, concept development, Visual Communication, art, illustration, graphic design, typography, generative AI, editorial layout, creative thinking, storyboard, and photography direction. Paulo combines aesthetics with strategic thinking to create compelling narratives and visually impactful experiences. Paulo has collaborated with clients in industries such as media, technology, travel, luxury, and entertainment, including Netflix, Emirates, and Benfica. Other clients include Super Bock, LIDL, EDP, NOS, WOO, Gatorade, Sogrape, Bank of Brazil, Sebrae, Izidoro, Delta Cafés, Mimosa, and Nacional. Keywords: Art Direction, Creative Strategy, Branding, Visual Communication, portfolio, award, art, Creative Direction, Campaign Concept, Visual Storytelling, Design Portfolio Lisbon, Generative AI, ChatGPT, Midjourney, Sora, Firefly, Campaign Development, Digital Execution, Digital Concepts, Art, Digital Strategy, Integrated Marketing, Corporate Identity, Interactive Advertising, Logo design, Digital Design, Typography, Photography Direction, Senior Art Director Portugal, ADCE, EFFIE, CCSP, CCP, Lusófonos Awards, Design Awards, Visual Identity Design.

CASINHA DE PAPEL

Musical Film

What is the relation between the last season of La Casa de Papel and the biggest Portuguese rock band?

Let’s start with the Portuguese idea of “saudade”, missing someone or something.
And how it relates to a traditional Portuguese song from the 50’s called “A Minha Casinha”.

"A minha casinha" is also one of the biggest hits from the rock band “Xutos & Pontapés”, a theme so popular that it became an anthem for the Portuguese people. The lyrics talk about “saudade”, but also of the joy of living in a modest apartment. The film shows the band returning to La Casa inside a military helicopter. The path is totally based on one of the last scenes of the fourth season. It’s the “saudade” that makes us want to return home, to our own “Casa de Papel.” And this is the most emotional way to connect portuguese people intimately with the series.

SapoMAG

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MY ROLE / Concept, Art Direction
WHERE / Solid Dogma
TEAM / Pedro Pires, Ana Castanho, Carla Capela, Rita Magalhães
INVITED ARTISTS / Xutos & Pontapés
CLIENT / NETFLIX

Direção de Arte e Storytelling Visual — Projeto La Casa de Papel with Xutos Netflix, ideation, design, photography, Creative Director, Art director

Direção de Arte e Storytelling Visual — Projeto La Casa de Papel with Xutos Netflix, ideation, design, photography, Creative Director, Art director

© 2025 Paulo Mariano, All rights reserved.

Work

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