GUSTAVO DORIETTO
GUSTAVO DORIETTO
CREATIVE DIRECTOR / ART DIRECTOR
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VALSPAR

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COLOR FOR THE COLORBLIND

Valspar is one of the world's largest paint companies. But nearly 300 million people in the world are colorblind. When Valspar told us they wanted to stand for something greater than painting walls, we thought seriously about colorblind people. At first we wanted to help them simulate the experience of seeing color. But then we wondered what if we could, somehow, make them actually see color. In the beginning that seemed impossible, but it turned out it wasn't. 

 

Case Study

Short Documentary

Posters for The Colorblind was series of special posters that specifically targeted the colorblind. They were displayed on paint stores along with a pair of glasses and were designed using only the Valspar colors that the colorblind have the hardest time seeing.

 
 
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COLUMBIA JOURNALISM REVIEW

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FAKE NEWSSTAND

Fake News are incredibly dangerous because no matter how absurd they are, many people fail to recognize them online. So we made fake news became tangible for the first time ever, with a New York City newsstand populated completely by magazines and newspapers filled with misinformation plucked from all corners of the internet. All to educate citizens on how to recognize them.

 

More than 300 news stories (and counting) about the Fake Newsstand in more than 100 countries, reaching over 2 billion people.

Over 20 covers were designed using the most shared fake news online.

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Inside each publication there was an insert on how to recognize fake news.

 
 

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CONTOURS

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THE BABY STROLLER TEST-RIDE

The problem with shopping for strollers is that babies can't talk to tell you what they like, and the average adult can't fit into a stroller. So we created an exact adult-size replica of a Contours stroller and invited parents to try it, showing just how comfortable they are for babies.

 
 
 
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COPIC

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THICK + FINE

Copic pen has a unique dual-tip feature. I believe that sometimes the best way to sell something is to simply show how it works. So I used the Copic pen and illustrated these myself.

 
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STELLA ARTOIS

JOIE DE BIÈRE

Stella Artois believes no one should let life get in the way of, well, enjoying life. We'd also like to think that if "joie de vivre" was a beer, it would probably be a Stella. This was the thought behind the new global campaign for Stella Artois. I was part of the team that brought it to life at Mother NY and this is it's first commercial.

 
 
 
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ICAGV

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TEDDY GUN

Did you know that in the state of Illinois there are more regulations for manufacturing a Teddy Bear than there are for manufacturing a gun? Yeah. It's crazy, I know. So to symbolize this lack of common sense we created the Teddy Gun. It was made to ignite thoughtful conversation and, ultimately, put pressure on congressmen. Now a gun regulation bill supported by our client is gaining unprecedented momentum in the state legislature.

 

Teaser Video

Case Study

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SHARPIE

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MICROSCOPIC

Sharpie is known for their markers. But they wanted people to know they also had very fine point pens. So we asked ourselves: "what is the tiniest surface we can draw on?". Besides creating and art directing this campaign, I also worked as an illustrator (you could say doodler) along with Estudiorama.

 
 
 
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JOE BOXER

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INACTIVITY TRACKER

To promote Joe Boxer Pajamas we created a new wearable tech: the Inactivity Tracker. Like the Nike+, the Inactivity Tracker is a band that connects to an app. Unlike the Nike+, it rewards users for doing nothing and celebrates laziness. The Inactivity Tracker was launched with an event at a Kmart store in NYC and an hour-long ad about nothing.

 

Case Study

The Joe Boxer Lounger Games - an hour-long film of epic inactivity

 
 
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ONE LOVE FOUNDATION

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LOVE BETTER

Love Better is a line of products created for Valentine's Day that calls attention to a range of abusive behaviors that sometimes lie hidden under the guise of love. Our goal was to start conversations that would help people reflect on their own relationships and to ultimately promote a healthier way to love.

 
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PERSONAL PROJECT

FÁBRICA

Fábrica is an ongoing personal project where I illustrate just for fun. It is about an elusive imaginary forest in which an imaginary factory exists. In this factory an imaginary version of myself works constantly, day and night, chopping magical trees that are processed inside the factory in a complicated and arcane way.

Visit the factory website here: http://eureka-dorietto.com/

 
 
 
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PERSONAL PROJECT

GRAPHIC AMMUNITION WARNINGS

Despite epidemic levels of violence, Americans rarely see the reality of gun violence. So we started a campaign to change that by putting graphic warning labels on ammunition boxes.

 
 
 
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GOOGLE

THE UNSWITCHABLES

Google wanted everyone to know how easy it was to switch to the Pixel 3. So we made a show called the “Unswitchables". Just a month after launch, the series had more than 10 million views. Oh, spoiler alert: They switch.

 
 
 
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SPRINT

TIME TO GO

These super intelligent machines are fed up with the entire human race. They just can’t wrap their heads around why anyone would pay extra for Verizon’s service when Sprint is cheaper and just as reliable - It's only logical they decide to leave their lab. I just wish they had come to Droga5...

 
 
 
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KFC

CHICKEN CORSAGE

Young people nowadays don't care about KFC. It's not that they don't like it. They just don't even consider trying it. We had to come up with ways to catch their attention. Here is what we did:

 
 
 
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COLON CANCER FOUNDATION

REVERSE RUN

Colon cancer is the 2nd deadliest form of cancer in the U.S. but it's also the most treatable if detected early. But talking about colon cancer can be difficult because it's embarrassing. So we broke the ice by creating an experience that puts butts first. Literally.

 
 
 
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LEGO STAR WARS

MAKE YOUR OWN SAGA

The coolest thing about Legos is that you can do whatever you want with them. You can build anything, create any story you'd like. Even when it comes to Lego Star Wars.

 
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