Pirate’s Booty rebrand: the internet hates it, but I don’t think it’s that simple.
Art direction · Concept · Culture
I make complextechnology feellike culture.
I build visual stories for connected products and cultural brands—shaping the concept, art direction and craft from first idea to launch.
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Two Decades of Design.One Clear Point of View.
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01 / Perspective
From product truth to cultural meaning
The best ideas make new things feel familiar—and worth caring about.
Fifteen years at New Era taught me how sport, music and fashion move culture. At Fluidra, I brought that same curiosity to technical products and global campaigns. I work from concept through execution, keeping the idea compelling wherever it shows up.
About Mario→02 / Capabilities
What I Doand How I Work
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01
Creative direction
Aligning strategy, art direction and production teams around one idea.
02
Brand systems
Defining visual rules and toolkits that work across markets and formats.
03
Campaign platforms
Turning complex products into stories for film, social, retail and digital.
04
I use AI to solve real enterprise-level problems
Accelerating exploration and production while keeping creative judgment at the center.
Thinking
What The Internet Missed
Mario's weekly thoughts on Rebrands and Campaign Craft from Brands Around the Globe.