Mauro Palacios @ LinkedIn Twist Comunicação Say Hello!
Creative/Art Director for Instituto Estre Ad
When developing this Ad to them, we based the entire concept on the phrase “Aprender está na nossa natureza” (To learn is in our nature), that explains the basics of what they do, making a link between teaching and nature. To give support to the phrase, I decided to create this maximalist illustration, symbolizing the ‘magic’ behind the little girl learning how to plant a tree. I really enjoyed developing this art, it made me feel happy. =) All the illustrations are vector based, with Photoshop finishing (including the lettering). The color picking for the composition is aligned with Estre visual ID, with green + yellow, and I also used the blue, to match the sky, making a beautiful 3 color environmental combo. Click here for full size version
Year: 2009 Creative directon and concept: Mauro Palacios. Art director and designer: Mauro Palacios. Illustrator: Mauro Palacios. Copywriter: Nathalie Lourenço. Photo: iStockphoto. Agency: Twist Comunicação.
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Johnson&Johnson Oral Care Website
Umbrella website for all Johnson & Johnson Oral Care products and brands (Listerine, Reach, Tek and Johnson's). The big challenge on this project, was to put hundreds of different sized products (as toothbrushes, toothwashers and dental flosses) on the same enviroment, without letting the layouts unbalanced. This is not a promotional hotsite, with one or 2 products, where you can work the product packshot perfectly, make a different illustration to each product, where you can work pixel by pixel... this is an entire Oral Care segment institutional site, as I said, with HUNDREDS of products (the first and quick solution, would be doing a portal looking website, with square boxes and boring stuff, but we've chosen to do it in a different way - poor art assistants, who had to cut all products images). Also, Johnson & Johnson marketing department wanted to give a fun and cool looking for the site, in order to avoid the boringness usually found on the Oral Care advertising (but without losing the clear and clean looking... after all, we are talking about oral care). The solution for the successful design, was to create the illustrated water background, that gives support for the products all over the site, making them always well placed (even considering they were placed by a dynamic flash placeholder - no human placing). The water also helped to give the fun/cool looking to the website, composing well with the white+blue based clear interface.
Year: 2008 Art direction and concept: Mauro Palacios. Design: Mauro Palacios. Flash Motion: Mauro Palacios. Copywriting: Paulo Fontana. Creative Direction: Roger Rocha. Water illustration: Ricardo Ventura. Coders: Hugo Felipe, Luiz Segundo. Agency: Tribo Interactive. _____________________________________________________________________________________________________________________ Senac São Paulo "Guru" Interactive Campaign
Senac is a Superior Courses College in Brazil, famous for it's unusual courses (as gastronomy and environment). In Senac you won't find Law School or Engineering School. The main problem from Senac marketing department, is that youngsters (and its parents) are always aiming for the common careers, and can't see that they can make money on unusual professions ("I'll do Law School, and become a lawyer as my father and grandfather... and grand-grand father"). In order to open these youngster heads, we created the "Guru" campaign (in portuguese, Guru means Foreseer). For the Foreseer role, we picked 'Léo Madeira', a famous brazilian MTV VJ, and conducted the campaign mood in a funny way. By entering in the website, the user sees the phrase: "Discover your future" in a sign. By aswering some answers, the Foreseer shows up and make some predictions for the user future, including love, sports and professional fields. Crossing the user answer, the Foresser suggest a unusual profession and invite him to know more about it, on the Senac's portal. Always keeping the good mood. About the interfaces, I've chosen to use a very simple main interface, giving the video area more highlight. And the video interaction interface (the signs) were much more detailed, always appearing in front of the video. They are the main interaction area, they should have highlight. The results were great: after this campaign Senac beat all their appliance records, and had to open dozens of new classes to supply the demand. Also, on the first days, all Senac's servers went down, because of the huge number of accesses! Developed in 2005-2006, this campaign was one of the first sites with video interaction in Brazil, and became a case in Web Advertising here.
Year: 2005 Art direction and Interfacedesign: Mauro Palacios. Copywriting: Paulo Fontana, Roger Rocha. Creative direction and concept: Roger Rocha, Ricardo Schreier. Flash production and Motion: Marcel Pontes. Flash AS coding: Marcos Roque. Video shooting art direction: Ricardo Schreier. Videos production: Biokam team. Agency: Tribo Interactive. _____________________________________________________________________________________________________________________ Senac São Paulo "Architect" Interactive Campaign
After the success of "Guru" campaign (the one we just saw above), Senac asked for a V2.0 for 2006-2007 season. So we did it! Now, 'Léo Madeira' (brazilian MTV VJ) is the Architect, inspired on the 'MATRIX Reloaded' movie (but our Architect is the good guy, not the evil one, lol). Insted of foreseeing the future, now he is the man who "knows all the answers", and he is there to help answering the youngsters big question after finishing high school: "And now? What do I do?". Instead of the cristal ball, present on the past campaign, now there's a cool big videowall that gives support to the Architect. Another fun and good mooded campaign, but in this year the client decided to open his pocket, and spent a good money on Internet (NICE!), because of that, this project had lots of new features and mediums (full web campaign, TV and press - always driving to the website), and the Architect answers now to lots of kinds of questions (more than 50 videos), always showing that unusual professions should always be considered! For the interface, as in the Guru job, we have a very simple design on the main menu, letting the video area having the highlight. For video support, we used translucid boxes for our Architect (and our users) to interact with. Also, I've done some cool interfaces at the videowall. Beside the interfaces, I've developed all the flash production and animation for the hotsite. This campaign achieved a great success as the first one, with tons of appliances and "few" classes to supply the demmand. =)
Year: 2006 Art direction and Interface design: Mauro Palacios. Flash production and Motion: Mauro Palacios. Copywriting: Paulo Fontana, Roger Rocha. Creative direction and concept: Roger Rocha, Ricardo Schreier. Flash AS coding: Renato D'Arrigo. Video shooting art direction: Ricardo Schreier. Video production: Biokam team. Agency: Tribo Interactive. _____________________________________________________________________________________________________________________ Johnson&Johnson Clean and Clear Website
Developed for Clean&Clear, the Johnsons' brand for teenager skin care (female public), we created 4 different characters to guide the user in the experience. The four girls (Cris, Cléo, Mari and Suzy) are all best friends, but each one have a different kind of skin, and a different personality. When the user enters the website for the first time, she runs a test to discover wich of the girls look more like her. After that, everytime she logs in, she receives daily hints of skin care and general teenager questions (about relationship, safe sex, friendship, fashion, everything that can interest a girl), all focused on her specific needs (pointed on the test she made on her first access). Besides the daily activities, the site was loaded with weekly promotions and activities like quizzes and games, in order to make our users to return with a good frequency to the website, creating a great interaction and a link with the brand. For the interfaces, me and Ricardo Schreier (Tribo Interactive's Art/Creative director) used this teenager language, with lots of colours, and vectorial shape (there's not much texture on this site, we decided for solid colours vectorial based art). The main graphic support element were the bottons, that illustrate the entire site with different images insed them. For the girls page (Cris, Cléo, Mari and Suzy), we used a teenager diary like interface: each girl have a different diary, reflecting their personalities (with cutted photos, hand drawing illustrations, paper clips, cute little details... all the stuff who makes teenagers funny). I don't know about results on this action, because I left the agency that was developing before the launch, but I'm sure all brazilian teenager girls must have loved it! ;)
Year: 2008 Art directors: Mauro Palacios, Ricardo Schreier. Interface designers: Mauro Palacios, Eric Sartori. Concept: Mauro Palacios, Ricardo Schreier, Nathalie Lourenço. Copywriting: Nathalie Lourenço. Creative directon: Roger Rocha, Ricardo Schreier. Flash AS coding: Luiz Segundo. Flash motion and production: Marcel Pontes, Marcus Mendes. Agency: Tribo Interactive. _____________________________________________________________________________________________________________________ Powered by Pfizer Campaign Website
There's not much to talk about this one, it's an offline campaign showroom website. Simple stuff, more production than concept. We developed the site based on the offline campaign for Pfizer Viagra (Powered by Pfizer) developed by Y&R agency, where the woman offers the guy the "blue pill", and they are in Paradise, making a reference with 'Adam and Eve' biblic story (but the blue balls are far from being apples, lol). The great thing about this site, is the horizontal navigation, and flash animation on small details, like the horse hair and the tree leaves moving, like if there was a warm summer brease running on the enviroment. The user navigates horizontally, and the links are in the characters on the grassfield. When clicking, a zoom-in happens, always on the "blue power ball", showing the area black clean interface. Simple and beautiful.
Year: 2007 Interactive art direction: Mauro Palacios, Ricardo Schreier. Interface design: Mauro Palacios. Flash motion and production: Mauro Palacios. Interactive copywriting: Paulo Fontana. Interactive creative direction and concept: Roger Rocha, Ricardo Schreier. Flash AS Coding: Pedro Marques. On-line agency: Tribo Interactive. Off-line campaign (and photos) agency: Y&R. _____________________________________________________________________________________________________________________ Nestlé Chamyto Kids Website
This is old stuff, made in 2005, but it's at selected works page because I have a special care for this project. This was my first BIG project as an Art Director. The graphic side is not the best, I have improved a lot after these years, but I like this project very much, and it had very good results (and won 2006 ABAnet/MSN award), so I decided to keep it at selected works! I've learned a lot doing this one. Chamyto is the brazilian Nestlé's dairy products brand for kids. In order to bring Nestlé Chamyto character (the "Genie") closer to the product's target enviroment, Nestlé ordered the new Chamyto website project. The old website taken place in the Arabic World (very distant from brazilian children reality), and Nestlé were not happy with that. So, we brought the site into the chindren bedrooms, and gave the genie a 3D aspect when he is inside the Kids "world" (when the Genie is inside the bedroom, interacting with the child, he is in 3D form). When the user select one activity, the Genie opens a magic portal, and he and the children became illustrated (2D), like in a fantasy World. That was the patch we've chosen to keep old games and contents (2D) in the new 3D website (and to keep developing 2D games and activities as well). Also, that was a way to improve the old 2D character without causing a big chock. Now, the genie is both 3D and 2D, depend where he is: on the real world or in the magic world. When user enters the site, he can choose between boy or girl room. Each room has lots of games and activities focused on child's age and sex. The activities are hidden in the bedroom mess, and the child have to find them. The whole website is a big interactive activity, with dozens os fun games and activities we've developed. Besides the site, I've designed myself more than 10 flash games for this site. The results were great, we have a 100% auddience increase of unique visitors, and the navigation time incresed by 65%.
Year: 2005 Art director and lead designer (site and games): Mauro Palacios. Designers: Carol Salino, Marcus Mendes, Eric Sartori. Flash Motion and Production: Mauro Palacios, Carol Salino, Marcus Mendes, Marcel Pontes. Illustrators (site and/or games): Ricardo Ventura, Carlos Sá, Carol Salino, Mauro Palacios. Copywriting (site and games): Dani Meirelles. Creative direction and concept: Roger Rocha, Raul Orfão, Ricardo Schreier. Room photo shooting direction: Fernando Outa. Chamyto Genie voice: Marcio Nigro. SoundFX and Music track: Marcio Nigro. 3D modeling and animation: Ricardo Pimentel. Flash AS Coders: Marcos Roque, Luiz Segundo. Agency: Tribo Interactive. _____________________________________________________________________________________________________________________ Typography for Taboo "Breaking the Rules" Club Party
Taboo is a top night club in São Paulo. I've designed the typography concept for Taboo's "Breaking the Rules" hip-hop club party. As this is a black-music party, I have decided to use a powerfull and strong approach, illustrating the characteres as if they are made of brick, starting to break into pieces. For the background, I have also used a brick wall, to match the typography, and finished adding glamour with the colour selection, using delicated tonalities of pink and purple, contrasting with the strong shapes (after all, this is a club party, not a street party). For the final version of the design, the client asked for some "lasers" in the composition. I'm not a fan of lasers, so I put the art without it above, but, you can check the "laserfull" version by clicking the link below (it's cool either, but a little bit "old fashioned"): Click here for full size version e-flyer
Year: 2009 Art direction and Concept: Mauro Palacios. Design, Illustration and Typography: Mauro Palacios. Agency: Twist Comunicação. _____________________________________________________________________________________________________________________
Senac São Paulo Institutional Website
Another one for Senac, but this one is more institutional. For those who haven't read about Guru and Architect campaign above, Senac is a Superior Courses College in Brazil, famous for it's uncommon courses (as gastronomy and environment). In Senac you won't find Law School or Engineering School. This project is the Senac's courses website, with special pages for each one of them. Every course have a cool explanation about it, and podcasts with professors and professionals, in order to convince the youngsters that they can be successful in unusual careers. Also, we have a vocational test for unusual professions and racional arguments for the teenagers to convince their parents and family that a uncommon profession can also have a great future. Even this site being a institutional website the design is cool, as Senac is, different from boring Universities institutional sites. This website gave support to 2005-2006 and 2006-2007 campaigns (the ones we saw above, Guru and Architect), helping the success of them, with heavier info about the professions.
Year: 2006 Art direction: Mauro Palacios, Ricardo Schreier. Interfaces Design: Mauro Palacios. Copywriting: Paulo Fontana. Creative Direction: Roger Rocha, Ricardo Schreier. Flash AS Coding: Renato D'Arrigo. Flash Motion and production: Marcel Pontes. Agency: Tribo Interactive. _____________________________________________________________________________________________________________________ Controlar Website
Controlar is the company that inspects vehicles pollution in São Paulo. Not only the 4th largest city in the world, São Paulo is one os the most polluted either, and with most cars (everiday, around 1.600 new cars adds up to the city fleet), so, doing these inspections, is not easy task! For the site design, I've developed this ludical city illustration, with all São Paulo's famous buildings and with a beatiful blue sky (this is ludical, because each of the buildings here are in a different part of the town, and the perspective is unreal). My intention was to show how amazing the city skyline could be, based on the fact that, because of the pollution, we rarely see a sky that isn't gray around here (and we have a great historical architecture in the city, mixing old buildings with modern ones, after all, this is one of the biggest cities in the world, and it have more than 450 years - it's a beautiful city, with an ugly grey sky). The interface is very clean, and floats on the blue sky, with texts without boxes running free at the background. At the site, users can schedule their inspections, learn how to make their cars less pollutive, besides general environmental hints and information, in order to help making the city looking blue and clean again. PS: I love São Paulo, I've born here! =)
Year: 2008 Art director and lead designer: Mauro Palacios. Concept: Mauro Palacios, Roger Rocha. Designer: Daniel Nieuwhenhuizen. São Paulo landscape illustration: Mauro Palacios. Inspection animation illustration: Ricardo Ventura. Copywriting: Paulo Fontana. Creative Direction: Roger Rocha. HTML production and coding: Hugo Felipe, Gilberto "Giba" Lopes. Flash Motion and production: Marcel Pontes. After effects opening motion: Lucas Lourenço. Agency: Tribo Interactive. _____________________________________________________________________________________________________________________ Marketing18 Website
Marketing 18 is a brazilian alternative medium adversiting agency. The briefing was very clear when they hired us to develop their new website: "We want a website with lots of cool illustration, and zoom transitions between the pages". In order to fulfill their wishes, Ricardo Ventura developed spetacular illustrations based on contemporary pop art, with grafisms, maximalism and strong colours. In order to make this maximalist and colorfull site usable, I've developed a very clear interface, composing the illustrations with white solid boxes. That way, user can find the information he needs quickly. Another vector based site, without textures, just vectorial and colorfull illustration. We used video resource for transitions, by using After Effects cameras and motion blurs. The Flash Actionscript for this transitions to be successfull were signed by André Brunetta (On Interactive). Marketing 18 crew are very happy with their new website, and so are their clients!
Year: 2008 Creative Director: Mauro Palacios. Art director and interface designer: Mauro Palacios. Concept: Mauro Palacios, André Brunetta, Ricardo Ventura. Motion: Mauro Palacios. Illustrator: Ricardo Ventura. Flash AS and production: André Brunetta. Blog production: Pedro Marques. Agency: Twist Comunicação and On Interactive. _____________________________________________________________________________________________________________________ Nestlé FazBem Portal
Nestlé Faz Bem' is the portal for all Nestlé's wellness brands in Brazil. This was a 3 year development project (2005-2007) with lots of versions, where Ricardo Schreier (Tribo Interactive's Creative/Art director) greatly developed the first one. The project started small, with some activities and news, but every 6 months, new features were added, making it bigger and bigger. Based on the first design, I was responsible for designing/art directing the third generation from the site, that contains dozens of tools to keep the health life in track: from a full nutritional program, where you can input your data and receive orientation of what to eat, and how much exercise you should do (for sure the most complete on-line wellness tool I have ever seen), to a simple BMI (Body Mass Index) calculator. Also, the site have hundreds of articles, interviews, news and activities. The great challenge on this project, was to keep the layouts always looking good, based on the first version, even considering that the amount of information and contents increased hugely. Also, I had to develop the design for these complex nutritional tools, making them easy for the common user to understand and use, adding different colours for different groups of food and exercices, illustrating the groups and the alimentar pyramid, thinking carefully on the postioning of every single information on the layout in order to make the user experience great. A hard UI / UX (User Interface / User Experience) work, I can say. Besides the portal reformulation itself, I've also designed 'brand channels' for some of the site's brands: Nestlé Aveia Plus, Nestlé Neston, Cereais Integrais Nestlé, among others. A very big project, the biggest one I've developed so far.
Year: 2005-2007 Art direction: Mauro Palacios, Ricardo Schreier. Design: Mauro Palacios, Ricardo Shreier, Carolina Salino, Marcus Mendes. Copywriting: Dani Meirelles, Sabrina Cano. Creative direction and concept: Roger Rocha, Ricardo Schreier, Raul Orfão. Flash AS coding: André Brunetta, Marcos Roque, Luiz Segundo. Flash motion and production: Marcus Mendes. Marcel Pontes. HTML production and coding: Hugo Felipe, Edivaldo Jr. Agency: Tribo Interactive. _____________________________________________________________________________________________________________________ Adidas "Soccer Test" Interactive Ad
Flash motion and production for Adidas 'Soccer Test' awarded ad ('Cannes Cyber Shortlist', 'Microsoft Mouse Bronze'). The campaign created by Domenico Massaretto intended to show different soccer boots for different soccer players. So, the user runs a 'psicological' test by drawning a scoremeter. Depending on the style and size of the meter, the banner will suggest a different soccer boots. The Flash Actionscript coding to make this great ad possible was signed by André Brunetta - On Interactive. Click here to launch Interactive Ad Year: 2008 Flash motion and production: Mauro Palacios. Creative direction and concept: Domenico Massaretto. Art director: Domenico Massaretto. Copywriter: Domenico Massaretto. Flash AS coder: André Brunetta. Agency: ID/TBWA _____________________________________________________________________________________________________________________
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