Mario Guay
Independent Art & Design Director.
For advertising, fashion and culture.
Selected work 2024
2024
2024
About me
I’m an independent art and design director with 20+ years of making things look ridiculously good. I craft bold visual identities, campaigns, and whatever else pays the bills—all with a mix of unconventional thinking, a hands-on approach, and just enough charm to get away with it. I work with agencies, production companies, startups, and in-house teams, occasionally mentoring younger designers (whether they like it or not). Also, I have grey hair, which apparently makes me seem wise.
Based in Angoulême, I have a worldwide network of wildly talented friends I team up with as needed. Drop me a line—let’s make something great.
marioguay3000@gmail.com
2024
On the following pages you will find a curated selection
of some of my favorite projects.
Brief:
How can we launch Lacoste's newest sneaker range, L003 Neo?
Response:
Inspired by the pioneering spirit of founder René Lacoste, 'Bounce Radical' pays homage to movement and the transformative power of radical bounce—from the tennis courts of yesterday to the dynamic world of today.
My role: Art director, designer.
Agency: Highsnobiety, Berlin. 2022
Director/Photographer: Global Studio
Click to play
I participated to the first apparition of the brand new moto “Dream on” during the Eugene trial, the event happening every year in Oregon bringing together the world’s best track and field athletes in a celebration of diversity, human potential, and athletic achievement.
The competition was the perfect place to launch a simple OOH communication campaign celebrating athletes’ dreams using body chemical aesthetic. The imagery mixed real photography of athletes performance with transcendental visual representation.
My role: Art Director / Designer
Agency: Levity, Los Angeles, 2021
Tripping using smoke and visibility
Brief
How can we inject new energy into a brand that arguably pioneered the luxury category itself?
Answer
We curated graphic elements from Bvlgari illustrious past and modernized them. This proved to be a simple yet efficient approach to crafting a cohesive campaign that resonates across all communication channels, from retail to Instagram
Successful Pitch
My role: Design Director / Art Director
Agency: Anomaly Amsterdam. 2019
Brief:
How can Zalando promote the ReeGrow products while talking about their sustainable commitment on social?
Response:
“Come grow with us” an initiative
encouraging people to find out more sustainability products on Zalando,
supported by a poetic campaign highlighting the delicate connection human bodies and nature have.
My role: Design Director / Art Director
Agency: Team Irene. Berlin. 2021
Shop now
Athletic Essentials
For your home workout
Discover more
[REE]GROW by REEBOK
Rise up for a better future
More sustainable footwear made from at least 50% plant-based materials.
Discover more
Rise up for a better future
[REE]GROW by REEBOK
More sustainable footwear made from at least 50% plant-based materials.
Brief:
How can we generate attention and recognition around a home appliance tech brand that feel invisible.
Response:
In our increasingly complex lives and homes, there is a very thin line between
being in control and out-of-control.
Let things slip, and life becomes chaotic and cluttered. Or with some well-placed intention, and a bit of smart action, life can just run more smoothly.
It’s why we exist, to make life more simple-
with robots that expertly clean.
Step confidently- from your home to wherever you go. Anything is possible when you feel in control.
My role: Art & Design Director
Agency: Across The Pond, London 2023
Brief:
How to make Transitions Optical stand out in their category?
Response:
By integrating the core function of their technology—adaptive and sun-protective lenses—into their visual identity, we developed a unique conceptual graphic device for Transitions Optical. This distinctive device, rooted in their product, is adaptable to static, digital, and motion communications.
Our rebranding efforts encompassed typography, layout design, color schemes, tone of voice copywriting, iconography, and photography direction. These elements were tailored for various purposes including naming, experiential marketing, brand guidelines, advertising, retail displays, and social media campaigns.
My role: Design Director / Art Director
Agency: Team Irene. Berlin. 2020-2022
Brief:
How can we visually translate “Fun / Family / Fresh” to support the future campaigns of the iconic french retailer ?
Response:
For this sprint, I presented some design provocations to show how Monoprix could look if they would dare to communicate their visual identity differently, while maintaining a strong connection to their graphic history.
My role: Design Director / Art Director
Agency: DDB Paris. 2023.
Logo
Words are carried by colored vehicles, which accentuate the playfulness of this new visual identity.
Drawing their inspiration from the "gomettes", these colored pastilles, ribbons, headbands, capsules... are resonating brightly with everyone.
Visual system
Key Visual
Key Visual
Brief:
How to reposition a 260-year-old icon?
Response:
“Welcome to Wedgwood” is a celebration of the timeless craftsmanship, distinctive colours and original designs that make the brand as vibrant and relevant as ever.
My role: Design Director
Agency: Anomaly Amsterdam. 2019
Brief:
Create a provocative and empowering 360 campaign for the fashion retailer.
Response:
“It’s your show” was a celebration of individuality, inclusivity and rebelliousness against the public eyes scrutiny we are facing today. Through the unique point of view of a CCTV cameras, we highlighted human reactions and powerful attitudes as a way to reclaim the public space as a stage for self-expression.
This campaign was shot by Felix Brady in Sao Paulo during the first days of Mars 2020… And unfortunately it did not run for the reasons we all know.
Role: Lead Art Director, Designer.
Agency: Team Irene, 2020.
25.03.2020
Brief:
Made for everybody and every body, the Nike Training Club App is the ultimate training partner : it offers the tools, motivation, and accountability to help you reach your fitness goals—no matter what they are.
Response:
Training is all about positive energy,
Nike is already embracing it, we pushed it further, with the help of a group of a misfits Puppet from the Puppets Show.
Successful Pitch
My role: Creative Director / Art Director
Agency: We Are Pi, 2019
We launch with a series of motivational content from our Super Reps.
Super Reps. We Got You.
Brief:
How can we make French Art galleries look less snob and slightly more crazy?
Response:
For this “No money & make it big” campaign for the committee of art galleries in France, I decided to go full on on the sassiness of the headlines and embraced a strong, loud, noisy and dare I say ugly typographic approach and adapted it on posters, films, duct tape, tote bags and a lot of faux real mockups that run as social posts.
My role: Art Director, Designer.
Agency: Stalingrad, Paris. 2022
Brief:
In 2015 it was time to re-invent Axe, and bring it back to the forefront of culture.
Response:
FIND YOUR MAGIC took a progressive stance on masculinity and helped men realize that what makes them attractive is … being themselves.
Successful Pitch
My role: Associate Creative Director / Art Director.
Agency: 72andSunny. 2016
Brief:
How can an American brand carve out a meaningful presence in the legendary cultural realm of Italian football?
Response:
In Italy, most football teams have a symbolic creature with talismanic function.
This is the basis for the Nike poster campaign in which the various symbolic figures- painted in the style of Caravaggio are seen running from the powerful black and blue snake.
Role: Art Director
Agency: Wieden & Kennedy, 1997
In 2013, we started, Nastassja Bonnabel and myself, this project to pay tribute
to the Northern Paris, more diverse, more vibrant, more alive than the romantic, elegant and desuet postcard people are used to see of Paris.
Through capsules collections of clothing, objects and images we are aiming to share
a poetic, colorful, provocative, rough vision of this side of the city, the real Paris.
Paris Nord has been on the stands of 30 retailers over the world, such as Colette in Paris or Storm in Copenhagen, and had the like of numerous publications such as i-D, Les Inrocks, or Fucking Young…
2013-2021
collaboration with Médecins Sans Frontières
collaboration with Les Inrocks
Best ways to reach me:
marioguay3000@gmail.com
+31627179485
My fantastic website: