IBM, Ogilvy and the Pinacoteca de São Paulo Museum, created the project The Voice of Art, that uses cognitive computing to make museum visits way more interactive and personalized by an artificial intelligence assistant powered by IBM Watson that answers voice questions from visitors about specific paintings and sculptures from Pinacoteca’s collection.
Client: IBM. Year: 2017. Role: Creative Direction
Awards: Cannes (1 Silver. 3 Bronzes), D&AD Impact (Graphite Pencil), One Show (Silver and Merit), London Festival (Bronze). El Ojo de Iberoamerica (Grand Prix and Bronze), Featured at Lürzer's Archive. WPP Cream Awards (Winner / Digital). Wave Festival (2 Silvers, Bronze). Effie Latam (Silver).
To raise awareness about the money diverted to fund corruption in Brazil, Forbes used A.I. and created a corrupt billionaire owner of all that fortune. He talked to NGO's, reporters, law students, a former district attorney and was featured on the billionaires edition of Forbes Magazine.
Client: Forbes. Year: 2018. Role: Creative Direction. Awards: Cannes Lions (Gold, 2 Bronzes), Oneshow (2 Golds, Bronze, 3 Merits), El Ojo de Iberoamerica (Silver and Bronze), Wave Festival (3 Golds), WPP Cream (Winner: Data Driven, Winner: Direct).
Client: Faber-Castell. Year: 2024. Role: Creative Direction
Awards: Cannes (Silver, Bronze), D&AD (Wood), London Festival (Gold, 2 Silvers), One Show (1 Silver, 1 Merit), Clio (Silver, Bronze), CCSP (Gold), The Drum (Gold), A-List & Creativity Awards (Finalist).
Client: E-Moving. Year: 2019. Role: Executive Creative Director
Awards: Cannes (Bronze - Creative Data). CCSP (Gold, Bronze), Effie Latam (Gold - Data Driven), Effie Brazil (Bronze - Data Driven), El Ojo de Iberoamerica (Bronze - Digital)
Client: OAB. Year: 2020. Role: ECD
Awards: CCSP (Gold, 2 Bronzes), El Ojo de Iberoamerica (2 Golds, 1 Silver).
Client: Lacta. Year: 2022. Role: Creative Director.
Awards: Profissionais do Ano 2022 (Winner).
Client: UBER. Year: 2015. Role: Creative
Awards: CCSP (Gold).
Client: Lacta. Year: 2023. Role: Creative Director.
Client: Billboard. Year: 2012. Role: Creative. Art Director.
Awards: Art Directors Club (Silver). Clio Awards (Bronze). London Festival (Bronze). Oneshow (Merit). El Ojo de iberoamerica (Bronze). Wave Festival (2 Golds, 1 Silver, 2 Bronzes). Fiap (Silver and 2 Bronzes), Cannes Lions (Shortlist).
Client: Abinee. Year: 2016. Role: Creative Direction
Awards: Profissionais do Ano 2017 (Winner), Creative Club of São Paulo (InBook)
Client: Faber-Castell. Year: 2023. Role: Creative Direction
Awards: CCSP (InBook)
#NobelforMileva was created in defense of gender equality and female recognition in science and technology. It is also a global movement to advocate for justice, asking the Nobel Foundation in Sweden to recognize the work and talent of Mileva Marić, the Serbian physicist and mathematician who was also the first wife of physicist Albert Einstein, winner of the Nobel Prize in 1921 (exactly 100 years ago). Mileva was a co-author in many academic achievements of the famous scientist, including the theory of relativity.
Client: Inspiring Girls. Year: 2021 Role: ECD
Awards: CCSP (Silver, Bronze), El Ojo de Iberoamerica (2 Bronzes), Cannes (Shortlist).
Client: Faber-Castell. Year: 2022. Role: Creative Director.
To launch the Faber-Castell new tagline “we unleash creative potential”, we started with a powerful but very simple statement. Every idea starts with a pencil. We invited artists, architects, designers, cartoonists, stylists, and ordinary people, to participate in a creative chain. The same pencil went from hand to hand, showing that didn’t matter what kind of idea was, but all of them had the same beginning. The pencil.
Awards: CCSP (In Book).
Credits:
Diretores de Criação Executivos: Edgard Gianesi, Renata Leão. Diretores de Criação: Rogério Chaves, Fabrício Pretto, Guiga Giacomo Criação: Danillo Ferrari, Zé Ricardo Novoa
Client: Getty Images. Year: 2012. Art Direction: Guiga Giacomo, Marcos Kotlhar. Copywriter: Ricardo Wolff
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"We have 7,267 photos of Muhammad Ali. Please, stop using this one."
"We have 979 photos of Che Guevara. Please, stop using this one."
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Awards: Cannes (Bronze). London Festival (Silver). Clio Awards (Silver). El Ojo de iberoamerica (2 bronzes). Fiap (2 Silvers, 1 Bronze). New York Festivals (Bronze).
Client: Band Sports. Year: 2017. Role: Creative Direction
Awards: Cannes (Silver)
Photoball project for HP. A giant concert ball which streams live video and takes pictures as it bounces across crowd. A totally different way to capture moments.
Client: Hewlett Packard. Year: 2013. Role: Creative, Art Director
Awards: Wave Festival (2 Golds, 3 Bronzes). Fiap (Bronze). Creative Club of São Paulo (4 In books). PIAF (Bronze). El Ojo de Iberoamérica (Silver), Cannes Lions (Shortlist).
In 2018, truck drivers protested against fuel prices doing a national strike that stopped all country’s distribution for more than a week. All gas stations ran out of fuel and the prices skyrocketed. Cars formed huge lines around gas stations to pay for limited and expensive fuel. Caloi, the biggest local bike manufacturer, saw an opportunity for a guerrilla campaign to challenge car drivers and increase its bike sales.
Client: Caloi. Year: 2018
Copywriter: Kiko Borger / Art Director: Felipe Revite / Creative Director: James Scavone - Carlos Fonseca - Guiga Giacomo
Client: Faber-Castell. Year: 2023. Role: Creative Director
Awards: CCSP (Bronze), Communication Arts Magazine (Mention)
Client: Coca-Cola. Year: 2013. Role: Creative Direction
Client: Claro. Year: 2013. Role: Creative Direction
Awards: Creative Club of São Paulo (In book)
Client: Billboard. Year: 2014.
Awards: Cannes (Bronze). Wave Festival (Gold and Bronze). Fiap (Bronze).
Radio / Credits
CCD / Anselmo Ramos
ECD / Roberto Fernandez
Copywriter / Paco Conde
Creative Director / Guiga Giacomo / Rafael Donato
Scriptwriters / Guilherme Ginane/Natasha Maasri/Renato Zandoná/Pedro Lenz/Brux
Directors / Marroquino Music / David Corcos/Koool G
Client: Panamericana School of Art and Design. Year: 2012. Role: Creative, Art Direction
Awards: London Festival (Silver). Art Directors Club (Silver). Oneshow (Merit). El Ojo de Iberoamerica (1 gold, 2 bronzes). Wave Festival (1 Gold, 2 Silvers, 1 Bronze). Fiap (2 Silvers, 3 Bronzes). Creative Club of São Paulo (Bronze), Cannes Lions (Shortlist).
A simple plastic bag can represent extreme suffering – and even death – for thousands of animals in the oceans. Depicting this unfortunate truth through strong images, Sea Shepherd, one of the biggest and more important NGO focused on the conservation of marine wildlife, decide to launched an awareness campaign. The main goal was to show as realistically as possible the problems that daily practices using and discarding plastic, which often seem harmless, can cause to lives of those animals. Going beyond shocking, the ads also invite the public to access Sea Shepherd's website and learn more about how to prevent such scenes from recurring in the oceans with really simple actions.
Client: Sea Shepherd. Year: 2019. Role: Executive Creative Director
Awards: El Ojo de Iberoamerica (Gold)
Client: Motorola. Year: 2017. Role: Creative Direction
Global Campaign for the new Motorola G5
Volkswagen decided to sponsor the Planeta Terra Festival (big music fest in São Paulo) as it was a great opportunity to bring their trendy car, the Fox, closer to city’s youth. Then came our challenge: spread the Fox message beyond the event walls, reaching every youngster in São Paulo.
Client: Volkswagen. Year: 2011. Role: Creative, Art Direction
Awards: D&Ad (Wood Pencil), Fiap (Gold), Wave Festival (Silver), Clio (Bronze), Oneshow (Merit), Creative Club of São Paulo (In Book), El Sol de Iberoamerica (Gold and Bronze), El Ojo de Iberoamerica (Bronze).
Year: 2014
Client: Gol Airlines. Year: 2012. Art Direction: Guiga Giacomo. Copywriter: Ricardo Wolff
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Your online order extremely fast. e-Gollog Express Delivery.
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Awards: Oneshow (Merit). El Ojo de Iberoamérica (Silver).
In these days any initiative to minimize CO2 emissions is valid. In The Black Pixel Project the effort is the size of a few pixels.
By installing a little black square in the monitor* people will be saving energy. That energy added to other people Black Pixel’s energy can make a big difference.
The project is homologated by C.E.S.A.R: a world-class private institution that creates products, processes, services and innovative companies using Information and Communication Technologies (ICT).
Client: Greenpeace. Year: 2010. Role: Creative, Art Direction
Awards: London Festival (Bronze), Clio Awards (Bronze), One Show (2 Merits), Fiap (1 Gold, 1 Bronze), El Ojo de Iberoamerica (2 Bronzes), El Sol de Iberoamerica (Silver). Art Directors Club Young Guns (Winner Work), Creative Club of São Paulo (In Book),
VW Fox is a small car from the outside, huge on the inside, has a innovative design and in Brazil is the tallest in the category. To show how things get more amusing from the top, the website was made from above.
Client: Volkswagen. Year: 2009. Role: Creative, Art Direction.
Awards: Fwa Site of the Day, São Paulo Creative Club (In Book), Fiap (Bronze), Wave Festival (Bronze), New York Festivals (Gold), El Sol de Iberoamerica (Silver), Cannes Lions (Shortlist), London Festival (Bronze), El Ojo de Iberoamerica (Gold), Art Directors Club Young Guns (Winner Work).
