SELECTED WORKS

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① ABOUT
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I am an creative director AD based in São Paulo, SP, Brazil. I'm currently at GUT São Paulo, when the agency won "The #1 Independent Agency Network of the Year" at Cannes.

During my career I had the honor to work with amazing people and incredible clients like Coke, Google, Netflix, Pepsico, Heinz, Popeyes, Kitkat, AB inbev, Amstel, Mercado Livre and more, helping to create local, regional & global projects across all channels.

In 2021 I was nominated as Next Creative Leader LATAM at The One Club for Creativity, and in 2019 I represented Brazil in Cannes as Young Lions.



PAST EXPERIENCE
︎

AKQA
crispin porter+bogusky
j. walter thompson
FCB brazil
+



③ AWARDS
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Cannes
12x cannes lions
1 gold + 4 silver + 7 bronzes + 20x shortlists


1x gold - files of freedom
1x silver - files of freedom
2x silver - hidden spots
1x silver - more than 70
1x bronze - files of freedom
2x bronze - hidden spots
3x bronze - more than 70
1x bronze - the ze theory
4x shortlists - files of freedom
1x shortlist - reroute
1x shortlist - s.o.s. tomatoes
4x shortlists - hidden spots
3x shortlists - don't blame the clothes
4x shortlists - more than 70
1x shortlist - stranger coke
2x shortlist - freezer beerboard


Delegate - Cannes Young Lions 2019 Competition Brazilian Representative


D&AD
6x D&AD pencil
3 graphite + 3 wood + 2 shortlists

1x graphite - files of freedom
1x graphite - hidden spots
1x graphite - don't blame the clothes
3x wood - hidden spots
1x shortlist - files of freedom
1x shortlist - stranger coke


↳ The One Show
1x best of discipline
10x one show pencil


1x best of discipline - hidden spots
3x gold - hidden spots
3x silver - hidden spots
4x bronze - hidden spots
3x merit - files of freedom
1x merit - don't blame the clothes
1x merit - more than 70
1x merit - stranger coke
1x shortlist - freezer beerboard


The One Club for Creative

next creative leaders 2021
latin america winner


Clio
13x clios

3x gold - hidden spots
1x gold  - more than 70
1x silver - more than 70
3x silver - hidden spots
2x bronze - hidden spots
3x bronze - files of freedom


Ciclope
3x ciclopes 

2x gold - people of the forest
1x bronze - people of the forest
3x shortlist  - people of the forest


Braziliam Creative Club
12x stars 

2x gold - hidden spots
1x gold - stranger coke
1x silver - files of freedom
1x silver - sos tomatoes
1x silver - freezer beerboard
2x bronze - files of freedom
2x bronze - the ze theory
1x bronze - histórias para morar
1x bronze - people of the forest
1x in book - hidden spots
2x in book - histórias para morar
2x in book - people of the forest
1x in book - freezer beerboard




④ SPEAKS AND JURY
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creative clube of brazil 2019
"what will change in the next 25 years?"


creative clube of brazil 2017 "why are we so few women in creating agencies?"

miami ad school
since january 2019, I have been a teacher.

young lions
2021
final judge | Brazil | art direction and copywriting

2019-21
preliminary judge | Brazil | art direction and copywriting.






↳ SAY HELLO
+ 55 11 99699 0009
gabriella.marcatto@gmail.com



TKS FOR READING
︎

creative director  AD — working GUT SP




Files of Freedom for Mercado Livre ︎︎︎



In the country that kills most LGBTQ+ people in the world, it's nearly impossible for artists from the community make it big in the music industry. No wonder only 4 artist ever reached the top here. Mercado Livre - Latam's biggest ecommerce and sponsor of the São Paulo pride parade for 5 years in a row - teamed up with the world's N1 drag queen, and using her audience and our digital platform, revealed new talents from the community.



Case Study




We created a store inside our ecommerce platfmorm where people could download a digital pack that had everything they needed to create their collab with Pabllo: beats, isolated voice tracks, green screen videos.





An open source music platform enabling collaborations between LGBTQIA+ indie artists and the #1 drag queen.










+12HRS
hours of content created organically

350MM
impressions

+16MM
organic views to
new LGBTQ+ artists







Film Launch











"Pabllo's mystery collab revealed tomorrow."









How it worked?


After downloading, you can find a folder with seven different files all to be used 100% free of copyrights











Anyone could have its own collab with Pabllo Vittar









Results
Below you can see some amazing feats.





+1800

new artist s revealed








Finally, Pabllo and Jupi77er sung together on Pride Parade 2022






@gut


recognitions



cannes lions festival
1x gold
1x silver
1x bronze

D&AD
1x graphite

1x shortlist
clio
3x bronze

the one show
1x merit

ccsp
1x silver

2x bronze




ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO 




creative director  AD — working GUT SP


Hidden Spots
for Heinz ︎︎︎



80% of gamers eat and drink while playing, but it’s much harder to do this in multiplayer games. This is why we partnered with Call of Duty and mapped out locations for gamers eat in peace on the new Warzone Caldera map. 



Case Study







"Heinz managed to connect with gamers by taking advantage of the universal
truth that we all need to eat, even gamers."


CONTAGIOUS






Film Launch








+550 million
global impressions

13 countries
reached




+20 million
gamers impacted

+550 Hidden Spots
maped


















We turned the maps into burger wraps to safely recharge gamers with a burger break in one of the new points of interest on the games.















And a limited edition pack







@gut



recognitions



cannes lions
2x silver
2x bronze

D&AD
1x graphite
3x wood
the one show
1x best of discipline
3x gold
3x silver
4x bronze
clio
3x gold
3x silver
2x bronze

WARC Ranking
11 on top 100
creative club of brazil
2x gold
1x in book

The Drum World Creative Ranking
top 100



ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO



creative director  AD — working GUT SP


More Than 70 
for Azmina ︎︎︎



Women earnings, on average, only 70% of what men do. So, we invited 3 of the biggest singers in Brazil to question about the pay gap. During the campaign, their songs played only 70% of their reproduction time. This experience happened in different audiovisual entertainment plataforms: Spotify, Youtube, Pay TV, Radio Stations and Social Media.









MTV adopted and broadcasted the campaign throughout May 2017. And on March 20rd 2017, #MoreThan70 was part of the United Nation’s International Labour Organization’s.











The United Nation’s International Labour Organization’s recognizes the importance of mobilizing women's movements for gender equality in the world of work and therefore supports the campaign #MoreThan70 from Azmina.












visual id 












They sang only 70% of their songs and the remaining 30% left, this is what they did.







original soundtrack availble on Spotify click to listen







@j . walter thompson


recognitions



cannes lions festival
1x silver
3x bronzes 
4x shortlists

the one show
1x merit
clio
1x gold
1x silver

el ojo
1x silver
1x bronze
1x shortlist
creative clube of brazil
1x shortlist



ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO


creative director  AD — working GUT SP




The Ze Theory for Ze Delivery ︎︎︎




Zé Delivery is an app that delivers beer very cold and very fast. We needed to raise awareness and sell big during the World Cup. So, we found out that each time Brazil has won the championship, there was a player named Zé on the National Team. To have a real chance at winning our sixth star, we absolutely needed a Zé on the team.

Guess what? There was one. Vini Jr. Or Vinicius José Paixão de Oliveira Jr. We launched a national movement asking Vini to put the name Zé on his jersey and bring Brazil all the luck that he could.




Case Study








Films Launch








+750%
social media mentions

+14%
awarness




3,5 Billion
impressions

60.000
orders per hour



 






@gut


 

recognitions



cannes lions festival
1x bronze
ccsp
2x bronze



ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO


creative director  AD — working GUT SP


Don't Blame the Clothes
for The Womanity Foundation ︎︎︎




Every 11 minutes, a woman is raped in Brazil A number as scary as the reasons Brazilian use to justify it: 1 in 3 citizens believes that it's the woman's fault, and 30% of the population attributes the responsability for the abuse not to the rapist, but the victim's clothes.










Some photos of this handcrafted ads








my role: concept, art direction and design.
@j . walter thompson



recognitions



cannes lions festival
3x shortlists

D&AD
1x graphite
the one show
1x merit
el sol
1x silver
wave festival
1x silver


ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO  ALL RIGHTS RESERVED © GABI MARCATTO