NEW WORK ALERT!
New MAGNUM campaign with LOLA.
New UNILEVER campaign with LOLA.
New HEINZ campaign with VML.
New COORSLIGHT campaign with RETHINK.
New HEINZ campaign with RETHINK.
New ZIPPO campaign with Ogilvy New York.
New PANADOL campaign with GREY.
Mariano Legname García is a Milan-based integrated creative director, copywriter, and art director.
He served as BBDO Worldwide's art director from 2001 to 2006.
He held the position of creative director at McCann Erickson Buenos Aires from 2006 to 2013, as well as brief stints at McCann Erickson Sao Paulo and McCann Erickson New York. He was promoted to creative director of Commonwealth, a McCann Group agency that works for Chevrolet, in 2013.
In March 2014, he was appointed Barilla Europe's creative director at Young & Rubicam Italia, and Lavazza coffee's global creative director shortly after. In november 2016, he was appointed executive creative director of Cayenne/Dentsu Milano. After winning the pitch, he started working for Huawei Europe for laptops, wearables and smartphones and soon after his efforts to increase brand equity aided the Italian region in becoming the world's second largest market, after China. His hands-on approach has led him to work as a creative or leading local, regional, and international integrated campaigns for leading brands like Coca-Cola, Nike, Dulux, FedEx, Pepsico, Pepsi, Mastercard, Nestlé, Telecom, Mondelez, Chevrolet, L'Oreal, Quaker, Camel, Reebok, Vodafone, Huawei, SKF, Bandai NAMCO, and many others over the years. And his work has received recognition from the world's top advertising festivals, including Cannes, Clio, One Show and D&AD.
In 2023 Mariano won 2 Pencils at the One Show, 3 Pencils at the D&AD and 7 Lions at Cannes.
In 2024 Mariano won 15 Clios, 18 Pencils at the One Show and 2 Grand Prix and 9 Lions at Cannes.
Mariano's pathological obsession with craft has led him to work as art director and right hand for renowned advertising photographer Ale Burset since 2018, a collaboration that continues and has resulted in the following advertising campaigns created for the world's most famous brands.
Between 2018 and now.
Ale Burset
Ale Burset was born in Argentina in 1970.
He discovered photography when he was 27. Since then, he decided to devote to photography. Based in Madrid, work in NY and Europe big part of the year.
During the first years, he worked for magazines and the fashion world. And from 2002, he is engaged in the advertising world. He worked for international brands such as Nike, Volkswagen, Renault, Save the Children, Sky Vodka, Lavazza, Campari, among many others. He also photographed stars like Messi, Emma Thompson, AC/DC, Clive Owen, Helena Christensen, Mikey Rourke, Paolo Sorrentino, François-Marie Banier, Marino Parisotto, Daniela Pestova, Eva Riccobono, Hannelore Knuts, Dennis Chambers, Jimmy Buttler, Kate Nauta, amongst others.
His photography is based in a powerful visual impact achieved by his obsessive light treatment, and a careful art and actor’s direction.
He has published four books with his personal works. The last one “Baroque” is based on interpretations of works of artists such as Caravaggio, Murillo, Ribera and Gentileschi.
He has won 36 awards in Cannes (being one of the most awarded photographers in the last 30 years) and many other international awards and he is actually a worldwide-recognized advertising and fashion photographer.
For the last ten years, Ale Burset occupies the number 1 position in the ranking of the renowned advertising magazine Luerzer ́s Archive.
HEINZ_RETHINK
HEINZ_RETHINK
HEINZ_RETHINK
HEINZ_RETHINK
CRACK_AN_EGG & RETHINK
CRACK_AN_EGG & RETHINK
CRACK_AN_EGG & RETHINK
VISON_DU_MONDE & STEVE_PARIS Silver One Show Bronze One Show
VISON_DU_MONDE & STEVE_PARIS
VISON_DU_MONDE & STEVE_PARIS
DOVE_OGILVY
DOVE_OGILVY
PASQUA_SMALL
PASQUA_SMALL
More work (Much more)
Title: “Horacio”
Campaign: “Partners”
Client: SKF & Pagani
https://www.instagram.com/p/CrbFs2joIC2/
Title: “Eternal”
Campaign: “Classic range”
Client: SKF
Title: “Luigi”
Campaign: “There’s more to tase”
Client: Lavazza
Agency: VMLY&R Milan
Title: “Ode to coffee”
Campaign: “Born social”
Client: Lavazza
Agency: VMLY&R Milan
Title: “Woman”
Campaign: “Prontissimo”
Client: Lavazza
Agency: VMLY&R Milan
Title: “Man”
Campaign: “Prontissimo”
Client: Lavazza
Agency: VMLY&R Milan
Title: “Self Unboxing MHA”
Campaign: “The game is their language.”
Client: BANDAI NAMCO
Title: “Self Unboxing Krillin”
Campaign: “The game is their language.”
Client: BANDAI NAMCO
Title: “Nicky”
Campaign: “Pride.”
Client: Massive Records
Title: “GODS”
Campaign: “GODS.”
Client: Massive Records
Title: “Freelancer 1”
Campaign: “Matebook X”
Client: Huawei Europe
Title: “Freelancer 1”
Campaign: “Matebook X”
Agency: Cayenne Milano
Title: “Pro”
Campaign: “Band2 Pro”
Client: Huawei Europe
Title: “Reconnect”
Campaign: “Reconnect”
Client: SKODA
Title: “Somatizer”
Campaign: “The country with the most shrinks in the world".
Client: Chevrolet
Agency: McCann Erickson
Title: “Capitals”
Campaign: “Capitals”
Client: Chevrolet
Agency: McCann Erickson
Title: “Egocentric”
Campaign: “The country with the most shrinks in the world".
Client: Chevrolet
Agency: McCann Erickson
Title: “Inferiority Complex"
Campaign: “The country with the most shrinks in the world".
Client: Chevrolet
Agency: McCann Erickson
Title: “Helena”
Campaign: “First -Timer”
Client: Chevrolet
Agency: McCann Erickson
Title: “Lisandro”
Campaign: “First -Timer”
Client: Chevrolet
Agency: McCann Erickson
Title: “Sofía”
Campaign: “First -Timer”
Client: Chevrolet
Agency: McCann Erickson
Title: “Aquiles”
Campaign: “First -Timer”
Client: Chevrolet
Agency: McCann Erickson
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