Paulo Mariano | Senior Art Director & Creative Lead

Paulo Mariano - Senior Art Director & Creative Lead

Creative Direction and Visual Storytelling Portfolio

Paulo Mariano is an award-winning Senior Art Director and Creative Lead based in Lisbon, Portugal. With a portfolio defined by visual storytelling and high-impact ideation, Paulo specializes in integrated campaigns that bridge the gap between traditional design and innovative technology. He is currently targeting international creative opportunities, with a particular focus on collaborating with brands and agencies in Brazil, Germany and Spain.

Recognized as one of the 200 Best Digital Artists Worldwide by Lürzer's Archive, his expertise includes brand design, photography, and art direction. Paulo leverages generative AI tools like Midjourney, Gemini and Sora to push the boundaries of modern advertising and visual concepts.

Throughout his career, Paulo has led major projects for global brands such as Netflix, Emirates, and LIDL. This portfolio showcases a selection of works that highlight his ability to translate complex brand messages into compelling visual narratives. Whether leading a creative team or working as an independent lead, Paulo delivers world-class results for the advertising and entertainment industries.

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Paulo Mariano | Senior Art Director & Creative Lead

Paulo Mariano - Senior Art Director & Creative Lead

Visual Storytelling, AI Art, and Integrated Campaigns Portfolio

Paulo Mariano is an award-winning Senior Art Director based in Lisbon...

PAULO MARIANO
WORK ABOUT




Stranger Things

Activation + Content


Direção de Arte e Storytelling Visual — Projeto Netflix Stranger Things Subway, ideation, design, photography, Creative Director, Art director

When the Upside Down took over Lisbon’s Metro, STRANGER THINGS HAPPENED IN LISBOA. The universe of Stranger Things came to Portugal, thrilling thousands of fans with a story they could step inside.


An action that turned  upside down one of the most important metro stations in the country's capital: Marquês de Pombal.

Each area of the entire station became instagrammable. A buzz worthy activation, commented on social networks by Strange Things lovers and many others.


 ―
MY ROLE / Concept, Art Direction
WHERE / Solid Dogma
TEAM / Pedro Pires, Alex Couto, Ana Castanho, Carla Capela
CLIENT / Netflix


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




TRUE TAKEOVER //

According to MOP, Marquês de Pombal Station has the highest number of advertising impressions (monthly average of above seven million).
It was the largest  takeover of a metro station, with a set of 505 OOH (Out of Home static or digital) faces, as well as 296 vinyl positions (organically arranged throughout the station).


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



SECURITY CAMERAS  // PROPOSAL
Fiction and reality blended. Stranger Things scary creatures roamed throughout an upside-down metro station. The portal is open. 





SECURITY CAMERAS  // PROPOSAL
The entire hallway turned blue. Heavy clouds on the ceiling emitted bright rays and the floor was covered in vines.






LABORATORY  // PROPOSAL
Remnants of the Hawkins National Laboratory, where experiments still linger. 'Eleven' accidentally left the gateway to an alternate dimension open.





THE HOUSE STATION  // PROPOSAL
A homage to a new location revealed in the fourth season: The Creel House. Through the window, lights reveal the 'Mind-Flayer.





STRANGE THINGS STREET ART  // PROPOSAL
RESULTS // 
More than a million impressions throughout Portuguese Netflix social media accounts.
Half a million individual engagements from the Upside Down Station activation.
The campaign made Upside Down Station a trending topic on Twitter.

Direção de Arte e Storytelling Visual — Project, Netflix, Stranger Things, Subway, Portugal
Stranger Things, Netflix, 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.