Paulo Mariano | Senior Art Director, Creative Lead & Jury Member

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Senior Art Director &#38;amp; Creative Lead at O Escritório, Lisbon. 
Driven by visual storytelling, strategic thinking and design for integrated campaigns and brand activations. 
International advertising jury member. 


→ Advertising, writing and authorial visual work.


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  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 The Stable, Briefing, Meios &#38;amp; Publicidade, Clube de Criativos de Portugal and Best Ads on TV.


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	All About FrancisA.I. Visual Storytelling

&#38;nbsp; 


	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 Augusthttps://www.lisboa2023.org/en
Featured on:&#38;nbsp;Best Ads on TV
&#60;img width="2500" height="1377" width_o="2500" height_o="1377" data-src="https://freight.cargo.site/t/original/i/dcee4977ac9ed1b5053eaebc2179f9becd89e018a304c3ae44fff5c1240e8290/all-about-francis-ai-art-direction-journey-22-locations.jpg" data-mid="252860342" border="0" alt="Generative AI and art direction project exploring identity and freedom through location-driven images" data-caption="Generative AI and art direction project exploring identity and freedom through location-driven images" src="https://freight.cargo.site/w/1000/i/dcee4977ac9ed1b5053eaebc2179f9becd89e018a304c3ae44fff5c1240e8290/all-about-francis-ai-art-direction-journey-22-locations.jpg" /&#62;


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&#60;img width="1500" height="2120" width_o="1500" height_o="2120" data-src="https://freight.cargo.site/t/original/i/9e229f3a844d056516ea84708ce72774186d1a9406bc5d47d3e1ccd153449abe/Artboard-362x.jpg" data-mid="252860782" border="0" alt="AI-as-camera visual storytelling: Francis depicted in real locations (authorial project)" data-caption="AI-as-camera visual storytelling: Francis depicted in real locations (authorial project)" src="https://freight.cargo.site/w/1000/i/9e229f3a844d056516ea84708ce72774186d1a9406bc5d47d3e1ccd153449abe/Artboard-362x.jpg" /&#62;

	
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.


	&#60;img width="1748" height="1246" width_o="1748" height_o="1246" data-src="https://freight.cargo.site/t/original/i/0d25e9c89f8253ad77193846992731d71845cc99a7819835298ac930a31e3dfd/text_02_about_project_all_about_francis.png" data-mid="252866382" border="0" alt="A human who represents all of us, A mortal, immortalized in Portugal in a way he will never even experience." data-caption="A human who represents all of us, A mortal, immortalized in Portugal in a way he will never even experience." src="https://freight.cargo.site/w/1000/i/0d25e9c89f8253ad77193846992731d71845cc99a7819835298ac930a31e3dfd/text_02_about_project_all_about_francis.png" /&#62;
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	&#60;img width="1280" height="1881" width_o="1280" height_o="1881" data-src="https://freight.cargo.site/t/original/i/bd5cd7590fe5d24da92e8a2fbaa8125708e870ba57fcd8c5eb2f6f406a0a1669/AllAboutFrancis_PHOTO_10.jpg" data-mid="252861044" border="0" data-scale="98" alt="AI creative photography series of Francis: Walking along the Passadi&#38;ccedil;o in Arouca, Portugal" data-caption="AI creative photography series of Francis: Walking along the Passadiço in Arouca, Portugal" src="https://freight.cargo.site/w/1000/i/bd5cd7590fe5d24da92e8a2fbaa8125708e870ba57fcd8c5eb2f6f406a0a1669/AllAboutFrancis_PHOTO_10.jpg" /&#62;
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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&#38;nbsp; // 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.
	
	
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MEDIA COVERAGE // LINKS


The Stable - Oct, 2026
Briefing Magazine - Aug, 2023
Meios &#38;amp; Publicidade Magazine&#38;nbsp;- Aug, 2023
Clube Criatividade Portugal - Aug, 2023
Luerzer´s Archive 04/2023 - 8 images [4.23.082]
Luerzer´s Archive - Selected image for the initial promotional post of the [226] issue
Luerzer´s Archive - 200 Best Digital Artists 2024
ADCE Awards 2024 - Design / Bronze
&#38;lt; Project Release &#38;gt;

	
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See also: EMIRATES + BENFICA // Follow the Captain →


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  "keywords": "generative AI, art direction, visual storytelling, AI art",
  "subjectOf": [
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      "@type": "Article",
      "headline": "Paulo Mariano: The siren call of Average I",
      "url": "https://www.thestable.com.au/paulo-mariano-the-siren-call-of-average-i/",
      "datePublished": "2026-10-01",
      "publisher": { "@type": "Organization", "name": "The Stable" }
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</description>
		
	</item>
		
		
	<item>
		<title>EMIRATES + BENFICA // Follow the Captain</title>
				
		<link>https://paulomariano.com/EMIRATES-BENFICA-Follow-the-Captain</link>

		<pubDate>Wed, 17 Dec 2025 17:15:06 +0000</pubDate>

		<dc:creator>Paulo Mariano &#124; Senior Art Director, Creative Lead &#38; Jury Member</dc:creator>

		<guid isPermaLink="true">https://paulomariano.com/EMIRATES-BENFICA-Follow-the-Captain</guid>

		<description>


    Follow  the Captain
    Sponsorship Activation

&#60;img width="112" height="150" width_o="112" height_o="150" data-src="https://freight.cargo.site/t/original/i/9eefae92c482b202c8e624d62e41bcdbb800cb9ffe5cf97e7d2d33beb77b89a7/madstars_svg.svg" data-mid="252147594" border="0" data-scale="17" alt="Crystal Award - Mad Stars 2026 Festival - Busan" data-caption="Crystal Award - Mad Stars 2026 Festival - Busan" src="https://freight.cargo.site/w/112/i/9eefae92c482b202c8e624d62e41bcdbb800cb9ffe5cf97e7d2d33beb77b89a7/madstars_svg.svg" /&#62;.&#38;nbsp; &#38;nbsp;&#60;img width="224" height="521" width_o="224" height_o="521" data-src="https://freight.cargo.site/t/original/i/60b9f1d86c91f01e7dbef2954aab0492a4dfa186ae4146a51d78b02aab59b4ca/ccp-gold-winner-rank.png" data-mid="248682766" border="0" data-scale="10" alt="Gold award - CCP - Clube da Criatividade de Portugal Festival" data-caption="Gold award - CCP - Clube da Criatividade de Portugal Festival" src="https://freight.cargo.site/w/224/i/60b9f1d86c91f01e7dbef2954aab0492a4dfa186ae4146a51d78b02aab59b4ca/ccp-gold-winner-rank.png" /&#62;
  
    Less is more? Think again.
 Fans rarely care who sponsors their club. A logo on the kit only makes the shirt less attractive. For the Lisbon derby at Estádio da Luz, an Emirates captain walked onto the pitch and offered one fan a free flight to Dubai. To win, guess where he would land on a strip numbered 1 to 100. Then 99 identical captains appeared. Over 65,000 fans played from their seats, turning the tension before a title-deciding game into the sponsor's moment.
    
    Estádio da Luz &#124; December 05, 2025
    
MAD STARS Crystal 2026CCP Gold 2026


    &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp;
    MY ROLE / Ideation, Art Direction
    WHERE / O Escritório
    TEAM / Nuno Jerónimo, João Silva, Ivo Martins
    CLIENT / EMIRATES + BENFICA
AWARD / Gold -  Creative Club Portugal (CCP)
AWARD / Crystal - MAD STARS 2026 &#124; Experience &#38;amp; Activation


  Follow the Captain is a sponsorship activation for Emirates and Benfica, ideation and art direction by Paulo Mariano at O Escritório. Since 2014, Emirates has been the brand on Benfica's kit, and the aim was to make that relationship more than a sponsorship. Football fans rarely care who sponsors their club, and a logo on the kit only makes it less attractive. What counts for a fan is the experience, so the strategy turned the sponsor into part of it through an in-stadium game. On 5 December 2025 at Estádio da Luz, before the Benfica versus Sporting derby, an Emirates captain walked onto the pitch and announced a free flight to Dubai for one fan in the stands. To win, a fan had to guess on which number, from a strip on the field counting one to a hundred, the captain would land. The catch: as he started walking, 99 more Emirates captains appeared on the pitch, turning the guess into a spectacle for more than 65,000 fans at the Stadium of Light. Guesses were submitted through QR codes shown on the giant screens, building anticipation before kick-off. In the warm-up to the most-watched match of the Portuguese season, 4,164 fans played live from their seats. The film of the action reached more than 1.8 million views, one fan flew from Lisbon to Dubai, and the activation converted Emirates from a logo on the shirt into a memorable moment for thousands of fans. The idea won Gold at Clube Criativos de Portugal and a Crystal in Experience and Activation at MAD STARS 2026, the Busan International Advertising Festival. An integrated sponsorship and brand activation by Paulo Mariano.


&#38;nbsp;
&#60;img width="2200" height="1047" width_o="2200" height_o="1047" data-src="https://freight.cargo.site/t/original/i/d34c56f8b03b47ff5fbd7b3e54bec89d4b95990539a4c9a6c57cd8ba9113114a/follow_the_captain_activation.jpg" data-mid="245918155" border="0"  src="https://freight.cargo.site/w/1000/i/d34c56f8b03b47ff5fbd7b3e54bec89d4b95990539a4c9a6c57cd8ba9113114a/follow_the_captain_activation.jpg" /&#62;
 
  
&#60;img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/dcb9857f55a7e87be012b8c308a9487b45f58cd0911ecbdb2e2eecf0760a6dd8/follow-the-captain-halftime-trivia-ui.jpg" data-mid="245918156" border="0"  src="https://freight.cargo.site/w/1000/i/dcb9857f55a7e87be012b8c308a9487b45f58cd0911ecbdb2e2eecf0760a6dd8/follow-the-captain-halftime-trivia-ui.jpg" /&#62;
&#60;img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/79fa3bd915c6179ae88d6ff28625abd35d1259892656a9ad09e54a3d95f54b86/benfica-emirates-fan-engagement-stadium-2.jpg" data-mid="245918150" border="0"  src="https://freight.cargo.site/w/1000/i/79fa3bd915c6179ae88d6ff28625abd35d1259892656a9ad09e54a3d95f54b86/benfica-emirates-fan-engagement-stadium-2.jpg" /&#62;
&#60;img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/26c538a48c8a8e361eca6adbbbe5f10fc5b043670353622db4fd5f2d195e8d72/benfica-emirates-fan-engagement-stadium-3.jpg" data-mid="245918152" border="0"  src="https://freight.cargo.site/w/1000/i/26c538a48c8a8e361eca6adbbbe5f10fc5b043670353622db4fd5f2d195e8d72/benfica-emirates-fan-engagement-stadium-3.jpg" /&#62;
&#60;img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/78015cda0447e51aae0151709a8c384b095752ad504ec591e45de6e24182ed93/follow-the-captain-live-production-moment.jpg" data-mid="245918157" border="0"  src="https://freight.cargo.site/w/1000/i/78015cda0447e51aae0151709a8c384b095752ad504ec591e45de6e24182ed93/follow-the-captain-live-production-moment.jpg" /&#62;

  
&#60;img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/c1fb113bb42a96c6c6c69cee1f752d59789e3b4b30870527eb9ce59caf06fa9f/follow-the-captain-winner-trip-dubai.jpg" data-mid="245918159" border="0"  src="https://freight.cargo.site/w/1000/i/c1fb113bb42a96c6c6c69cee1f752d59789e3b4b30870527eb9ce59caf06fa9f/follow-the-captain-winner-trip-dubai.jpg" /&#62;
  
  
See also: EMIRATES + BENFICA // The Flight of Light →

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	<item>
		<title>NETFLIX // Money Heist x Tokyo</title>
				
		<link>https://paulomariano.com/NETFLIX-Money-Heist-x-Tokyo</link>

		<pubDate>Tue, 27 Sep 2022 12:17:16 +0000</pubDate>

		<dc:creator>Paulo Mariano &#124; Senior Art Director, Creative Lead &#38; Jury Member</dc:creator>

		<guid isPermaLink="true">https://paulomariano.com/NETFLIX-Money-Heist-x-Tokyo</guid>

		<description>

&#38;nbsp;


	Golden HeartDigital Film &#124;&#38;nbsp;Activation

&#60;img width="1290" height="294" width_o="1290" height_o="294" data-src="https://freight.cargo.site/t/original/i/59f3c04d8a4467486e7a41210c1141535a23ba0140022f076a3658857dbd3e55/La_casa_de_papel_2.jpg" data-mid="200193159" border="0" data-scale="52" alt="Dire&#38;ccedil;&#38;atilde;o de Arte e Storytelling Visual &#38;mdash; Projeto La casa de papel - Golden heart for Tokyo" data-caption="Direção de Arte e Storytelling Visual — Projeto La casa de papel - Golden heart for Tokyo" src="https://freight.cargo.site/w/1000/i/59f3c04d8a4467486e7a41210c1141535a23ba0140022f076a3658857dbd3e55/La_casa_de_papel_2.jpg" /&#62;

	The most well-known Portuguese jewelry in the La Casa de Papel style. An homage to “Tokyo”.

One of the most emotional moments of the final season is the death of ‘Tokyo.’ In true Portuguese fashion, this shared grief was honored, felt by thousands of fans, with a tribute not only to the character, but also to the Portuguese people. 

A real crafted homage to the human behind the character.

The choice fell on Portugal’s most iconic jewel: the Heart of Viana. In Gondomar, in northern Portugal, a master artisan was asked to craft it, and the entire traditional process was documented. 
The Heart was next sent to Madrid, enclosed in a beautiful LCDP leather box, and delivered to Úrsula Corberó on the series’ set. The video ends with her heartfelt thanks. Ultimately, it was a way of giving Portugal’s heart to Tokyo—a farewell gesture.


&#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp;MY ROLE / Concept, Art Direction
WHERE / Solid DogmaTEAM / Pedro Pires, Ana Castanho, Carla Capela, Rita MagalhãesINVITED ARTISTS / Úrsula CorberóCLIENT / NETFLIX


  Golden Heart is a digital film and brand activation for Netflix's Money Heist, La Casa de Papel, concept and art direction by Paulo Mariano at Solid Dogma. As the series was ending, Netflix wanted to celebrate the relationship it had built with the Portuguese fandom, unifying fans across Portugal through popular and cultural insights. One of the most emotional moments of the final season is the death of Tokyo, one of Portugal's favourite characters, and this shared grief was honored with a tribute both to the character and to the Portuguese people. The chosen symbol was the Heart of Viana, one of the most emblematic motifs of Portuguese filigree. First crafted at the end of the eighteenth century by order of Queen Maria I, and rooted in a goldsmithing tradition that goes back over two thousand years, the piece began as a religious symbol of devotion to the Sacred Heart of Jesus before becoming, over time, a symbol of romantic love worn by women of the Minho region. Although named after Viana do Castelo, the heart is traditionally made in Gondomar, the capital of Portuguese goldsmithing, through the meticulous filigree technique of twisting fine threads of gold. A unique version was created for this tribute, a Heart of Viana engraved with a Dalí mask, the emblem of the series. A legitimate artisan in Gondomar was asked to craft it, and the entire traditional process was documented. The piece was then sent to Madrid in a La Casa de Papel leather box and delivered to Úrsula Corberó, who plays Tokyo, on the series' set. In her words, in Spanish, it was a work of art she would keep forever. An entertainment marketing and brand activation campaign by Paulo Mariano, uniting Portuguese craft, culture and one of the world's most-watched Netflix series. Featured in The Stable as an example of work where the decision to preserve cultural heritage justifies a non-AI approach.


&#60;img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/3753ac1b1c280b30233852998e89ffaf2f7645e087d5f6843581c35c396168ad/netflix-money-heist-tokyo-golden-heart-thumbnail.jpg" data-mid="245918102" border="0"  src="https://freight.cargo.site/w/1000/i/3753ac1b1c280b30233852998e89ffaf2f7645e087d5f6843581c35c396168ad/netflix-money-heist-tokyo-golden-heart-thumbnail.jpg" /&#62;
&#60;img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/555523164c9a5314ef1c151cf9288e8fa9f9cffa38c6d79c884ddd6fd81dcea3/money-heist-tokyo-tribute-jewelry-craft-process.jpg" data-mid="245918100" border="0"  src="https://freight.cargo.site/w/1000/i/555523164c9a5314ef1c151cf9288e8fa9f9cffa38c6d79c884ddd6fd81dcea3/money-heist-tokyo-tribute-jewelry-craft-process.jpg" /&#62;
&#60;img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/2333d731297877697a97a4cacfaff0d8924ef189ec57901e6ed47e83eacb0700/viana-heart-jewelry-gondomar-artisan.jpg" data-mid="245918103" border="0"  src="https://freight.cargo.site/w/1000/i/2333d731297877697a97a4cacfaff0d8924ef189ec57901e6ed47e83eacb0700/viana-heart-jewelry-gondomar-artisan.jpg" /&#62;
&#60;img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/31747c05e6b3495809c3421c41853f0449d14c0f5438b8b5310776fd00c0df09/money-heist-gift-box-ursula-corbero-set.jpg" data-mid="245918098" border="0"  src="https://freight.cargo.site/w/1000/i/31747c05e6b3495809c3421c41853f0449d14c0f5438b8b5310776fd00c0df09/money-heist-gift-box-ursula-corbero-set.jpg" /&#62;


This jewel is representative of traditional Portuguese fashion, especially in the north of Portugal.


&#60;img width="895" height="982" width_o="895" height_o="982" data-src="https://freight.cargo.site/t/original/i/a66264369c0582886c356b97fd7eef9c31c56587547614c8393d5f4c6c5d25a5/002.jpg" data-mid="200727854" border="0"  src="https://freight.cargo.site/w/895/i/a66264369c0582886c356b97fd7eef9c31c56587547614c8393d5f4c6c5d25a5/002.jpg" /&#62;
&#60;img width="895" height="982" width_o="895" height_o="982" data-src="https://freight.cargo.site/t/original/i/9a73693366334588490b1082559a9f97d0c2e6d4f854773357b0ef7e43a797f2/001.jpg" data-mid="200727853" border="0"  src="https://freight.cargo.site/w/895/i/9a73693366334588490b1082559a9f97d0c2e6d4f854773357b0ef7e43a797f2/001.jpg" /&#62;
&#60;img width="895" height="982" width_o="895" height_o="982" data-src="https://freight.cargo.site/t/original/i/288c2a7153cdf82dcda3a656529e1c06f9f123669ac93452a438438536ee2e1c/003.jpg" data-mid="200727855" border="0"  src="https://freight.cargo.site/w/895/i/288c2a7153cdf82dcda3a656529e1c06f9f123669ac93452a438438536ee2e1c/003.jpg" /&#62;
&#60;img width="1394" height="982" width_o="1394" height_o="982" data-src="https://freight.cargo.site/t/original/i/510c0fccffb26db8f4b42eaf8496c0568dbd9d709466e7b9ecc4261a422aee3e/004.jpg" data-mid="200727856" border="0"  src="https://freight.cargo.site/w/1000/i/510c0fccffb26db8f4b42eaf8496c0568dbd9d709466e7b9ecc4261a422aee3e/004.jpg" /&#62;


&#60;img width="4396" height="2160" width_o="4396" height_o="2160" data-src="https://freight.cargo.site/t/original/i/1baa2b6cf0d3207cd523b95a013aadcaa369c252ee6ff8ca3093ea5d534b114f/netflix-money-heist-entertainment-branding.jpg" data-mid="245918101" border="0"  src="https://freight.cargo.site/w/1000/i/1baa2b6cf0d3207cd523b95a013aadcaa369c252ee6ff8ca3093ea5d534b114f/netflix-money-heist-entertainment-branding.jpg" /&#62;


MEDIA COVERAGE // LINKS

The Stable - Oct, 2026


See also: NETFLIX // Sex Education →

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	<item>
		<title>EMIRATES + BENFICA // The Flight of Light</title>
				
		<link>https://paulomariano.com/EMIRATES-BENFICA-The-Flight-of-Light</link>

		<pubDate>Tue, 26 Nov 2024 18:44:14 +0000</pubDate>

		<dc:creator>Paulo Mariano &#124; Senior Art Director, Creative Lead &#38; Jury Member</dc:creator>

		<guid isPermaLink="true">https://paulomariano.com/EMIRATES-BENFICA-The-Flight-of-Light</guid>

		<description>


    The Flight  of Light
    Sponsorship Activation


    All aboard.
    To get to Dubai, 20 fans would board a plane projected onto the football field. But how many would have the stamina to keep up with the plane and reach the destination when it started to pick up speed?
    
    Estádio da Luz &#124; September 24, 2024
    
    &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp;
    MY ROLE / Ideation, Art Direction
    WHERE / O Escritório
    TEAM / Nuno Jerónimo, João Silva, Ivo Martins
    CLIENT / EMIRATES + BENFICA


&#38;nbsp;&#60;img width="1920" height="914" width_o="1920" height_o="914" data-src="https://freight.cargo.site/t/original/i/829ac5e3e5d4cca3fb9b0b2fb7bbc967193b148271e4b39af9ff440a69b877f1/flight-of-light-logo-advertising-concept.jpg" data-mid="245918220" border="0"  src="https://freight.cargo.site/w/1000/i/829ac5e3e5d4cca3fb9b0b2fb7bbc967193b148271e4b39af9ff440a69b877f1/flight-of-light-logo-advertising-concept.jpg" /&#62;

&#38;nbsp;
&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1b08e0424ea29e33ae728e32d16a50b0a7579548119c6d1c21dd01e11536df5b/flight-of-light-live-production-moment-stand.jpg" data-mid="245918218" border="0"  src="https://freight.cargo.site/w/1000/i/1b08e0424ea29e33ae728e32d16a50b0a7579548119c6d1c21dd01e11536df5b/flight-of-light-live-production-moment-stand.jpg" /&#62;
&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0b0fe0ac14a16be9649ddd6bb7afd69bc408de5eb8991bb73ca677ad15ab4cf1/004.jpg" data-mid="222455026" border="0"  src="https://freight.cargo.site/w/1000/i/0b0fe0ac14a16be9649ddd6bb7afd69bc408de5eb8991bb73ca677ad15ab4cf1/004.jpg" /&#62;
&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e40234fbf28fa0036e19ff1b498785fbe4cdd79186a80957bab59ed115b07df9/flight-of-light-winner-dubai.jpg" data-mid="245918221" border="0"  src="https://freight.cargo.site/w/1000/i/e40234fbf28fa0036e19ff1b498785fbe4cdd79186a80957bab59ed115b07df9/flight-of-light-winner-dubai.jpg" /&#62;

&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/9a92579ea00af482c5f832ecdd6d7b05a59641ee5e0d754e73109abb9b9e32ae/flight-of-light-live-production-moment-3.jpg" data-mid="245918217" border="0"  src="https://freight.cargo.site/w/1000/i/9a92579ea00af482c5f832ecdd6d7b05a59641ee5e0d754e73109abb9b9e32ae/flight-of-light-live-production-moment-3.jpg" /&#62;&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a1a4cd10b44609acffd2158e85540a11fa6ae5d7b661fcbcb7a8e2b09bd0e031/flight-of-light-live-production-moment.jpg" data-mid="245918219" border="0"  src="https://freight.cargo.site/w/1000/i/a1a4cd10b44609acffd2158e85540a11fa6ae5d7b661fcbcb7a8e2b09bd0e031/flight-of-light-live-production-moment.jpg" /&#62;

 
  The Flight of Light is a sponsorship activation for Emirates and Benfica, ideation and art direction by Paulo Mariano at O Escritório. Built on the idea All Aboard, the activation offered fans a trip to Dubai through a game played inside the stadium during a Benfica match at Estádio da Luz. A week before the game, fans were invited through Benfica's social media to sign up for a surprise Emirates challenge, and twenty were selected. On match day, an Emirates check-in stand, Welcome to Dubai, was set up outside the stadium, where cabin crew recreated the check-in moment of a real flight. At half-time, the hostesses entered the pitch and invited the twenty contestants to board an Emirates plane and stay onboard until it reached its destination. The stadium lights were dimmed and a plane made of light was projected onto the grass. As the plane of light began to move across the pitch, gradually increasing its speed and making tighter turns, contestants had to keep up and stay within its outline, until only the winners remained inside the borders. The plane reached the centre of the field, where the cabin crew handed the tickets to the winners. An integrated sponsorship and brand activation with art direction and ideation by Paulo Mariano, turning an airline sponsorship into a live stadium experience for fans.


See also: EMIRATES + BENFICA // Follow the Captain →

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	<item>
		<title>LIDL // Homes</title>
				
		<link>https://paulomariano.com/LIDL-Homes</link>

		<pubDate>Sun, 29 Sep 2024 09:20:16 +0000</pubDate>

		<dc:creator>Paulo Mariano &#124; Senior Art Director, Creative Lead &#38; Jury Member</dc:creator>

		<guid isPermaLink="true">https://paulomariano.com/LIDL-Homes</guid>

		<description>

&#38;nbsp;


	Lidl HomesRetail Brand Campaign&#38;nbsp;
	How did they manage to buy a house?

With real estate prices at all-time highs and interest rates rising, 
buying a house nowadays is a privilege only available to the rich, foreigners... and Lidl customers. 
At Lidl, any customer can have a house.
&#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp;MY ROLE / Art Direction, Ideation
WHERE / O EscritórioTEAM / Pedro Pinho, Bruno Barros, João Aragão, Sara Dias, Mariana Figuerola&#38;nbsp;CLIENT / LIDL


&#60;img width="2800" height="1767" width_o="2800" height_o="1767" data-src="https://freight.cargo.site/t/original/i/c4b5c3e6603bf12326e228a514e4ad227754068df3b5b97f3e6166ef35a531ce/lidl-plus-entry-mechanic-house-giveaway-2.jpg" data-mid="245918205" border="0"  src="https://freight.cargo.site/w/1000/i/c4b5c3e6603bf12326e228a514e4ad227754068df3b5b97f3e6166ef35a531ce/lidl-plus-entry-mechanic-house-giveaway-2.jpg" /&#62;
&#60;img width="2800" height="1767" width_o="2800" height_o="1767" data-src="https://freight.cargo.site/t/original/i/03359744aa1d6a58901c10461e9671ec2bd8a814ec327a66d1a701ad7e3f3e1c/lidl-any-customer-can-have-a-house-keyvisual-still-1.jpg" data-mid="245918209" border="0"  src="https://freight.cargo.site/w/1000/i/03359744aa1d6a58901c10461e9671ec2bd8a814ec327a66d1a701ad7e3f3e1c/lidl-any-customer-can-have-a-house-keyvisual-still-1.jpg" /&#62;


	&#60;img width="2800" height="1768" width_o="2800" height_o="1768" data-src="https://freight.cargo.site/t/original/i/d71f80bef7cd72599ed4e24146dc25009f82cf65855c8a834e13c59bcb8dbe3e/lidl-plus-entry-mechanic-house-giveaway-1.jpg" data-mid="245918204" border="0" alt="Art direction for Lidl Homes integrated campaign by Paulo Mariano" data-caption="Art direction for Lidl Homes integrated campaign by Paulo Mariano" src="https://freight.cargo.site/w/1000/i/d71f80bef7cd72599ed4e24146dc25009f82cf65855c8a834e13c59bcb8dbe3e/lidl-plus-entry-mechanic-house-giveaway-1.jpg" /&#62;
	
&#60;img width="2800" height="1767" width_o="2800" height_o="1767" data-src="https://freight.cargo.site/t/original/i/7c933574b32cc25c442508357bd2339e1a7e5e7e0446e7840452c6051d559fac/lidl-any-customer-can-have-a-house-keyvisual-still.jpg" data-mid="245918202" border="0"  src="https://freight.cargo.site/w/1000/i/7c933574b32cc25c442508357bd2339e1a7e5e7e0446e7840452c6051d559fac/lidl-any-customer-can-have-a-house-keyvisual-still.jpg" /&#62;
&#60;img width="3013" height="1901" width_o="3013" height_o="1901" data-src="https://freight.cargo.site/t/original/i/4413500c89161f86f70a81e7309e532669c1635cb5f3aaa2945f8d23604ecf07/lidl-homes-remax-house-giveaway-campaign-thumbnail.jpg" data-mid="245918203" border="0"  src="https://freight.cargo.site/w/1000/i/4413500c89161f86f70a81e7309e532669c1635cb5f3aaa2945f8d23604ecf07/lidl-homes-remax-house-giveaway-campaign-thumbnail.jpg" /&#62;
&#60;img width="2800" height="1767" width_o="2800" height_o="1767" data-src="https://freight.cargo.site/t/original/i/e0895db26da0a4bd9704480a5eae72aee8ae753ab725fc53fbf9660c2374e6ba/lidl-any-customer-can-have-a-house-keyvisual-still-2.jpg" data-mid="245918201" border="0"  src="https://freight.cargo.site/w/1000/i/e0895db26da0a4bd9704480a5eae72aee8ae753ab725fc53fbf9660c2374e6ba/lidl-any-customer-can-have-a-house-keyvisual-still-2.jpg" /&#62;


  Homes is the campaign for LIDL Portugal's house giveaway contest, with art direction and ideation by Paulo Mariano at O Escritório. The contest gave away five houses, one per week, with a prize value of 200,000 euros and a lower entry threshold of 15 euros in purchases. Building on previous editions, in 2021 with the idea that anything could win a house, and in 2022 addressing those who doubted the promotion's truthfulness through the concept that the hardest thing is to believe, this edition needed a communication hook to grow participation at a time when housing had become an increasingly present concern for Portuguese people. The challenge was to communicate the extraordinary nature of giving away houses while dismantling the doubts that stop people from taking part, since many assume luck only ever falls to others. The message positioned LIDL as the shortest path between dream and reality: the shortest distance between a dream and reality is 15 euros of shopping at LIDL. Aimed at all Portuguese people, with a focus on LIDL's core audience of young families and on anyone for whom winning a house is the realisation of a dream. An integrated retail and brand campaign developed by the team at O Escritório, with art direction and ideation by Paulo Mariano.


See also: WOO // Satisfield with →


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	<item>
		<title>TattooArt Mag // The SkinBook</title>
				
		<link>https://paulomariano.com/TattooArt-Mag-The-SkinBook</link>

		<pubDate>Fri, 26 Oct 2018 15:44:55 +0000</pubDate>

		<dc:creator>Paulo Mariano &#124; Senior Art Director, Creative Lead &#38; Jury Member</dc:creator>

		<guid isPermaLink="true">https://paulomariano.com/TattooArt-Mag-The-SkinBook</guid>

		<description>
&#38;nbsp;


	The SkinBookProduct inovation

Featured in:

&#60;img width="2152" height="460" width_o="2152" height_o="460" data-src="https://freight.cargo.site/t/original/i/d5deb5edbb7b7efa6f8bf3709ce8b12b0fa24411a215ba5d26581cd3bbef1e5e/skinbook.png" data-mid="211599506" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/d5deb5edbb7b7efa6f8bf3709ce8b12b0fa24411a215ba5d26581cd3bbef1e5e/skinbook.png" /&#62;
	The first tattooable sketchbook made of synthetic skin, printed with a layer that shows different parts of the body. 
Innovating in media while preserving the form of the ultimate study resource: a notebook. A surface for skin artists to build technique, and a portfolio, before the needle ever touches a person.
AdAge&#38;nbsp;-&#38;nbsp;It's a Sketchbook Like No Other

Published On May 07, 2015
Next Nature&#38;nbsp;- The Sketchbook Made Of Artificial Skin

Published On May 28, 2015

&#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp;MY ROLE / Concept, Art Direction, Product Design
WHERE / LewLara TBWACLIENT / TattooArt MAG


  The Skin Book is a product innovation project for Tattoo Art Magazine, one of the most-read publications on the art of tattooing. Concept, art direction and product design by Paulo Mariano at LewLara TBWA. Ugly tattoos share a common cause: a tattoo artist without the knowledge or the surface to practice on. For beginners, the act of tattooing is a challenge, and without proper materials most resort to fruit, animal skin or their own friends. The Skin Book solves this. It is the first tattooable sketchbook, made of a substance that simulates human skin and printed with a layer representing different parts of the body. Designed for tattoo artists from beginner to professional to hone their skills and develop a portfolio, an innovative surface for practising technique before working on a person. Developed with the input of practising tattoo artists who shared their improvised ways of learning the craft. Distributed as advance copies, the project increased Tattoo Art Magazine's exposure, reaching thousands of views and coverage across leading tattoo publications, while raising demand for the material. A brand storytelling and product innovation campaign by Paulo Mariano, featured in Ad Age, Next Nature, Hypebeast, Markt und Kommunikation and Best Ads on TV, and awarded at the ADC Europe Awards 2024 and the Clube de Criação de São Paulo.


&#60;img width="3000" height="1686" width_o="3000" height_o="1686" data-src="https://freight.cargo.site/t/original/i/0c2dad0e2385c1cc2ea63d5063f2974a1c5bc414827af20bf090083ba794a240/Tattoos_Feias.jpg" data-mid="159833524" border="0" alt="The Skin Book product development, aimed at making tattoos less unsightly." data-caption="The Skin Book product development, aimed at making tattoos less unsightly." src="https://freight.cargo.site/w/1000/i/0c2dad0e2385c1cc2ea63d5063f2974a1c5bc414827af20bf090083ba794a240/Tattoos_Feias.jpg" /&#62;
&#60;img width="3000" height="1681" width_o="3000" height_o="1681" data-src="https://freight.cargo.site/t/original/i/1606bf8aed4404c87409cbf1c4c406900ee954103b8d925a555bfccd8f35ac21/skinbook_intro.jpg" data-mid="161052844" border="0" alt="Artificial skin notebook created for tattoo training and practice" data-caption="Artificial skin notebook created for tattoo training and practice" src="https://freight.cargo.site/w/1000/i/1606bf8aed4404c87409cbf1c4c406900ee954103b8d925a555bfccd8f35ac21/skinbook_intro.jpg" /&#62;


&#60;img width="1400" height="787" width_o="1400" height_o="787" data-src="https://freight.cargo.site/t/original/i/8fd9d3498cf547ea56b46f3807345ba6e5cb9abe0f5706e1a62b70deeec4bfe8/foto1_livro_3.jpg" data-mid="55770537" border="0"  src="https://freight.cargo.site/w/1000/i/8fd9d3498cf547ea56b46f3807345ba6e5cb9abe0f5706e1a62b70deeec4bfe8/foto1_livro_3.jpg" /&#62;
&#60;img width="1400" height="787" width_o="1400" height_o="787" data-src="https://freight.cargo.site/t/original/i/e95db423e7cce89593d2a1fdbe5abb70ed5c8418cac7aa7efd3e011f1277253e/demais_fotos_skin3.jpg" data-mid="55770562" border="0"  src="https://freight.cargo.site/w/1000/i/e95db423e7cce89593d2a1fdbe5abb70ed5c8418cac7aa7efd3e011f1277253e/demais_fotos_skin3.jpg" /&#62;

&#60;img width="2500" height="1405" width_o="2500" height_o="1405" data-src="https://freight.cargo.site/t/original/i/52daec176cf0a98a5261299b76f4e6056683e7a3ff81e3a9be3dfffedcd6e023/demais_fotos_skin_close_2.jpg" data-mid="161046608" border="0"  src="https://freight.cargo.site/w/1000/i/52daec176cf0a98a5261299b76f4e6056683e7a3ff81e3a9be3dfffedcd6e023/demais_fotos_skin_close_2.jpg" /&#62;
&#60;img width="1400" height="787" width_o="1400" height_o="787" data-src="https://freight.cargo.site/t/original/i/5f1199b7461bddf212d5367816ebdd4fa45e76ef629cb615eab88138f516d879/demais_fotos_skin3-5.jpg" data-mid="55770551" border="0"  src="https://freight.cargo.site/w/1000/i/5f1199b7461bddf212d5367816ebdd4fa45e76ef629cb615eab88138f516d879/demais_fotos_skin3-5.jpg" /&#62;


&#60;img width="2000" height="1333" width_o="2000" height_o="1333" data-src="https://freight.cargo.site/t/original/i/6bdcdc479b0e664734e5bced0f7cbf971a443b01ee722c630d00049b3b90fbd3/IMG_9524-aberto_F.jpg" data-mid="42752017" border="0" alt="Tattoo practice notebook made with synthetic skin pages" data-caption="Tattoo practice notebook made with synthetic skin pages" src="https://freight.cargo.site/w/1000/i/6bdcdc479b0e664734e5bced0f7cbf971a443b01ee722c630d00049b3b90fbd3/IMG_9524-aberto_F.jpg" /&#62;


RESULTS //&#38;nbsp;

&#60;img width="3000" height="1898" width_o="3000" height_o="1898" data-src="https://freight.cargo.site/t/original/i/b944598250b675b79024b0feb503588e4ebd65f8070d016cb4bab3f499b4b981/Posts_skinbook-.jpg" data-mid="159829765" border="0" alt="The Skin Book advertising campaign results and impact metrics" data-caption="The Skin Book advertising campaign results and impact metrics" src="https://freight.cargo.site/w/1000/i/b944598250b675b79024b0feb503588e4ebd65f8070d016cb4bab3f499b4b981/Posts_skinbook-.jpg" /&#62;See also: GATORADE // Gool →

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  "description": "Award-winning brand storytelling and product innovation for Tattoo Art Magazine, by Paulo Mariano.",
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      "@type": "NewsArticle",
      "headline": "It's a Sketchbook Like No Other",
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      "datePublished": "2015-05-07",
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      "@type": "NewsArticle",
      "headline": "The Sketchbook Made Of Artificial Skin",
      "url": "https://nextnature.org/en/magazine/story/2015/the-sketchbook-made-of-artificial-skin",
      "datePublished": "2015-05-28",
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	<item>
		<title>OCTANT Hotels // Local Heroes</title>
				
		<link>https://paulomariano.com/OCTANT-Hotels-Local-Heroes</link>

		<pubDate>Wed, 27 Dec 2023 14:17:12 +0000</pubDate>

		<dc:creator>Paulo Mariano &#124; Senior Art Director, Creative Lead &#38; Jury Member</dc:creator>

		<guid isPermaLink="true">https://paulomariano.com/OCTANT-Hotels-Local-Heroes</guid>

		<description>

&#38;nbsp;

&#60;img width="2700" height="1059" width_o="2700" height_o="1059" data-src="https://freight.cargo.site/t/original/i/9e03778d021fb4384e7681c51e3b0a678568ca7caf043a68ed1f9e6773558634/capa_octant_PB.jpg" data-mid="200196632" border="0" alt="Dire&#38;ccedil;&#38;atilde;o de Arte e Storytelling Visual &#38;mdash; Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" data-caption="Direção de Arte e Storytelling Visual — Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" src="https://freight.cargo.site/w/1000/i/9e03778d021fb4384e7681c51e3b0a678568ca7caf043a68ed1f9e6773558634/capa_octant_PB.jpg" /&#62;


	Local Heroes
Brand Identity System


In diversity, you find humanity.
Welcome to singularity.In each one of Octant hotels, you can find true luxury in simplicity.And there´s some bravery there. Believing in the luxury of small things.Working to make them noticed, lived, valued. Each Octant is a bespoke homage to each location.
This campaign revolves around a distinct kind of luxury: THE LOCAL KIND OF LUXURY. Aiming to regenerate hotels to their essence, to their singularity and original truth, we decided to recognise and value genuine local suppliers as the face of the press campaign.


Developed across real locations, the visual system follows an editorial standard using real people instead of models. Through precise shoot direction, each individual was guided to reveal their authentic truth, translating local reality into a sophisticated and high-end narrative.

&#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp;
MY ROLE / Concept, Art Direction, Image RetouchingWHERE / Solid Dogma

TEAM / José Mendes, Carla Capela
CLIENT / Octant Hotels -&#38;nbsp;A new latitude of freedom


&#60;img width="2580" height="1825" width_o="2580" height_o="1825" data-src="https://freight.cargo.site/t/original/i/4ef35549b46a0dc498b9a24fcf2a92be96d7bdec03da08c6d30149c92f2a6ef9/Octant_LOGO_assinatura.jpg" data-mid="200199537" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/4ef35549b46a0dc498b9a24fcf2a92be96d7bdec03da08c6d30149c92f2a6ef9/Octant_LOGO_assinatura.jpg" /&#62;


&#60;img width="2359" height="3000" width_o="2359" height_o="3000" data-src="https://freight.cargo.site/t/original/i/3adc175f8db05d8f57400f23ec2b2d88ec52f4ddebfd4cbe8841a5f019bba2e3/GloriaMoniz_Furnas.jpg" data-mid="201227369" border="0"  src="https://freight.cargo.site/w/1000/i/3adc175f8db05d8f57400f23ec2b2d88ec52f4ddebfd4cbe8841a5f019bba2e3/GloriaMoniz_Furnas.jpg" /&#62;
&#60;img width="2359" height="3000" width_o="2359" height_o="3000" data-src="https://freight.cargo.site/t/original/i/1eeb160347c049a604dae845a6b85baba38eaa201efb0b57fab3ab09ab8b9b5c/QuintaVerdeAgua_Douro.jpg" data-mid="201227371" border="0"  src="https://freight.cargo.site/w/1000/i/1eeb160347c049a604dae845a6b85baba38eaa201efb0b57fab3ab09ab8b9b5c/QuintaVerdeAgua_Douro.jpg" /&#62;
&#60;img width="2359" height="3000" width_o="2359" height_o="3000" data-src="https://freight.cargo.site/t/original/i/e8dce45e7691cd5467be24939cb37f8f4eca3ffd18e4581f781c43e3a362db0c/VitaNativa_PraiaVerde.jpg" data-mid="201227373" border="0"  src="https://freight.cargo.site/w/1000/i/e8dce45e7691cd5467be24939cb37f8f4eca3ffd18e4581f781c43e3a362db0c/VitaNativa_PraiaVerde.jpg" /&#62;
&#60;img width="2359" height="3000" width_o="2359" height_o="3000" data-src="https://freight.cargo.site/t/original/i/f810f6b0d770080d769c235c4f4cdafd66a3a4cf355ed8efc1b099e32b9b3be2/OLavrador_PontaDelgada.jpg" data-mid="201227370" border="0"  src="https://freight.cargo.site/w/1000/i/f810f6b0d770080d769c235c4f4cdafd66a3a4cf355ed8efc1b099e32b9b3be2/OLavrador_PontaDelgada.jpg" /&#62;

&#38;nbsp;Luís Silva - Fresh cheese with pepper dough - O Lavrador Cheese Factory - Azores &#38;nbsp;&#124;&#38;nbsp; 

Dona Glória - Leavened cake - Glória Moniz Bakery - São Jorge Island &#38;nbsp; &#124; &#38;nbsp; Joana Gouveia - Organic strawberries - Quinta Verde Água - Douro&#38;nbsp; &#38;nbsp;&#124;&#38;nbsp; &#38;nbsp;Vitor Seco - Barca Tareco - Mondego River
 &#38;nbsp;


&#60;img width="2000" height="1334" width_o="2000" height_o="1334" data-src="https://freight.cargo.site/t/original/i/bcc87880191dd819a76d3713de18d07ab55c5aa01a7046f696bb35ae7f56aa96/Octant_Douro_morango_BW.jpg" data-mid="200194899" border="0" alt="Dire&#38;ccedil;&#38;atilde;o de Arte e Storytelling Visual &#38;mdash; Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" data-caption="Direção de Arte e Storytelling Visual — Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" src="https://freight.cargo.site/w/1000/i/bcc87880191dd819a76d3713de18d07ab55c5aa01a7046f696bb35ae7f56aa96/Octant_Douro_morango_BW.jpg" /&#62;


Finding purpose in where they are, how they are, what story they tell and why. 
That´s why no hotel is like the other.&#38;nbsp;
To capture the relation between nature, culture and people and make that the real experience. 


&#60;img width="2359" height="3000" width_o="2359" height_o="3000" data-src="https://freight.cargo.site/t/original/i/6a4fed1922910cc6ac586b4d30d4baf1dd373765db2d11a8ea65a21003a3fb54/Caldeiras_Furnas.jpg" data-mid="201229887" border="0"  src="https://freight.cargo.site/w/1000/i/6a4fed1922910cc6ac586b4d30d4baf1dd373765db2d11a8ea65a21003a3fb54/Caldeiras_Furnas.jpg" /&#62;
&#60;img width="2359" height="3000" width_o="2359" height_o="3000" data-src="https://freight.cargo.site/t/original/i/c11fb3d87659e4f35146da63406f165c103e93e211652d2c941f5be8003ca041/SerranasdoMondego_Lousa.jpg" data-mid="201228974" border="0"  src="https://freight.cargo.site/w/1000/i/c11fb3d87659e4f35146da63406f165c103e93e211652d2c941f5be8003ca041/SerranasdoMondego_Lousa.jpg" /&#62;


Cozido das Caldeiras - Furnas &#38;nbsp; &#124;&#38;nbsp; Thijs Valkenburg - Chameleon - Algarve &#38;nbsp;


&#60;img width="2000" height="1334" width_o="2000" height_o="1334" data-src="https://freight.cargo.site/t/original/i/cbc080404f5046dc30cb4ea65913aa5814d723cb793da50e4340fe089f2f8db5/Octant_Acores_boloslevedos_bw.jpg" data-mid="200194897" border="0" alt="Dire&#38;ccedil;&#38;atilde;o de Arte e Storytelling Visual &#38;mdash; Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" data-caption="Direção de Arte e Storytelling Visual — Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" src="https://freight.cargo.site/w/1000/i/cbc080404f5046dc30cb4ea65913aa5814d723cb793da50e4340fe089f2f8db5/Octant_Acores_boloslevedos_bw.jpg" /&#62;
&#60;img width="4104" height="2250" width_o="4104" height_o="2250" data-src="https://freight.cargo.site/t/original/i/4c9feadef79536a6cff2bcf3341c255ea3d6a34b30b75e34e269a79b6984c022/MAPA_02.jpg" data-mid="200202665" border="0" alt="Dire&#38;ccedil;&#38;atilde;o de Arte e Storytelling Visual &#38;mdash; Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" data-caption="Direção de Arte e Storytelling Visual — Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" src="https://freight.cargo.site/w/1000/i/4c9feadef79536a6cff2bcf3341c255ea3d6a34b30b75e34e269a79b6984c022/MAPA_02.jpg" /&#62;


This chain of 5-star hotels doesn't have palatial luxury. 
It doesn't have exotic luxury. 
It doesn't have cosmopolitan luxury. 
It has local luxury. The luxury of small things. The luxury of rarity. Of humanity.


&#60;img width="2500" height="1206" width_o="2500" height_o="1206" data-src="https://freight.cargo.site/t/original/i/8fb1d8462d45ce65b174dfa66318c79f0dbced22a22a47a7214a491536c6575b/Jornal_fundo_Cinza_2.jpg" data-mid="200266094" border="0" alt="Dire&#38;ccedil;&#38;atilde;o de Arte e Storytelling Visual &#38;mdash; Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" data-caption="Direção de Arte e Storytelling Visual — Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" src="https://freight.cargo.site/w/1000/i/8fb1d8462d45ce65b174dfa66318c79f0dbced22a22a47a7214a491536c6575b/Jornal_fundo_Cinza_2.jpg" /&#62;


&#60;img width="1672" height="1616" width_o="1672" height_o="1616" data-src="https://freight.cargo.site/t/original/i/9a750ee81e581d6cbbf50d3f4ca8193daff92b04c80a6cc8b7b66ae9016a21e6/luxury.png" data-mid="200855943" border="0" data-scale="10" alt="Dire&#38;ccedil;&#38;atilde;o de Arte e Storytelling Visual &#38;mdash; Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" data-caption="Direção de Arte e Storytelling Visual — Projeto Octant, Local Heroes, ideation, design, photography, Creative Director, Art director" src="https://freight.cargo.site/w/1000/i/9a750ee81e581d6cbbf50d3f4ca8193daff92b04c80a6cc8b7b66ae9016a21e6/luxury.png" /&#62;


  Local Heroes is the brand identity system and press campaign for Octant Hotels, concept and art direction by Paulo Mariano at Solid Dogma. The idea centres on a distinct kind of luxury: the local kind. Rather than being about hotels, the campaign is about inhabited territories, with their own people, practices, knowledge and stories, an editorial strategy closer to culture than to hospitality advertising. In each location, local heroes were identified: real suppliers whose small businesses produced the goods the hotels consumed, proof of their community integration. The fisherman, the producer, the artisan, the cook, the guide, the cheesemaker, the farmer, the artist. The campaign was built as long-copy press advertising, with honest images of each producer photographed in their natural working context, across real Portuguese locations including the Azores, São Jorge Island, the Douro, the Algarve, Furnas and the Mondego river. Featured heroes include Luís Silva of O Lavrador Cheese Factory in the Azores, Dona Glória of Glória Moniz Bakery on São Jorge, Joana Gouveia of Quinta Verde Água in the Douro and Vitor Seco on the Mondego. The visual system followed an editorial standard, using real people instead of models, with layouts that give text a leading role, harmonising typography, colour and photographic treatment. Initial layouts were authored by José Mendes, with continuity by Paulo Mariano. More than ten executions were produced. The strategy extended beyond advertising: Octant launched a continuity programme, deepening each hotel's relationship with its local products and inviting the best-known home cooks of each region to cook alongside the hotel chefs for Sunday lunches. A hospitality brand campaign and visual storytelling system by Paulo Mariano.


See also: EDP // Changing Tomorrow Now →


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