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Born in New York to Portuguese parents, João Carlos is an Advertising, Fashion and Fine Art photographer and director of photography currently based in New York City. At the age of five, João expressed his innate interest in creating when he asked his parents for a camera for Christmas. Upon receiving a box like toy camera, he kindly thanked them but gave it back, pointing out that it did not have a flash and wanted a real one. 

Though he expressed this interest in having a ‘real’ camera at the age of five, João’s artistic explorations began with painting and fine arts which led him to study at Institute of Art and Visual Communication in Lisbon, Portugal.

João’s photographic career began as an assistant to João Palmeiro, an advertising photographer in Portugal. For several years prior to moving to New York, he worked with some well-established photographers including Horst Diekgerdes, Thomas Strogalski, Alexander Koch, Peter Schreiber and various production companies on a freelance basis.

João ran and co-owned a production house, Milkman Studio, in Lisbon for seven years from 2002, which catered to the the needs of both large and small clients from the advertising, fashion and music sectors.

His work has also extended into video, both as director and director of photography and has worked on numerous music videos and television commercials in both Europe, the USA and Africa.

One of the highlights of Carlos’s photographic career came in 2010 when he won the Hasselblad Masters Award,a prestigious recognition in the industry, honoring the best in both established and rising photographic talent.

João’s client list includes advertising agencies, magazines, fashion apparel, and beauty companies such as Nike, Avon, Pfizer, Staples, HP, Vodaphone, Mitchell Gold+Bob Williams, Banif Bank, Barclays Bank, Ogilvy Barcelona, Series, Mccan Erickson, Universal Music, Emi Records, Wella Hair, Schwarzkopf Hair and Thevi Cosmetics.

Most recently, João’s work has appeared in numerous publications and magazines namely Elle, Forbes, Kurv, Chaos Magazine, Eclectic Magazine, Dilema, Wallpaper, Nstyle Magazine, Umbigo Magazine, Numero Magazine, Blink Magzine, W25 Magazine, Iconography Magazine, Connecticut Home and Gardens, Modern Homes and Architect.

João’s work has been featured in several magazines and TV Programs worldwide such as BCC UK, Portugueses sem Fronteiras, Direct Arts Magazine, FotoVideo, Victor by Hasselblad Magazine, Photoshop Australia magazine, O mundo da Fotografia Digital, DP Arte Fotografica, PH Magazine, Composition Magazine Israel,British Journal of Photography and Professional Photographer Magazine, Plum TV Miami, Caracol TV Columbia, RTP international and RTP 2.

In João’s continuing role as a guest speaker, he has been invited to speak at many prestigious events over the last two years including the Hasselblad stage at photokina in Germany, Hasselblad Studio opening in London, Hasselblad FOCUS events in Columbia and Brazil, BES Art and Finance, Petcha Kutcha Lisbon and IADE Creative University to name a few.


        2014  Medal of Cultural Merritt  City of Caldas da Rainha 

        2012 Digital Photographer of the Year 3 place Sports 

        2012  72 Hr. Filmaker Showdown Finalist film - Sticks  Spokes and Broken Bones 

        2011  Award of Excellence Communication Arts 

2010  Hasselblad Masters Award

2009 Hasselblad Masters Finalist 

2005\ 2003 VII Bienal de Fotografia da Moita / VII Photography Biannual Award of Moita – Honerable Mention, Moita, Portugal

2001 XI Bienal Internacional de Arte de Vila Nova de Cerveira, Portugal

Brand Ambassador

Sandisk Extreme Team, Westcott Top Pro , 3 Legged Thing, Koylab  G-TEAM Fuji X Photographer 

Solo Exhibitions

2011 “Love Tragadies” Castelo São Jorge, Lisbon / “A Maior Exposição Fotográfica do Mundo” / “American Circus in Britain”, Espaço Santa Casa 1998: “Earth e Terra ” Museum Vasco P. da Conceição Maria Barreira, Bombarral(PT)

Group Exhibitions

2011 “Hasselblad Masters” Galeria da Boavista Lisbon 2010 “International Biannual of Art & Industrial Design” of Marinha Grande / “Hasselblad Masters” Visual Gallery at photokina / “Hasselblad Masters” the Print Space London / “Foco” Casa Sinfin Gallery, Colombia / “Hasselblad Masters” vaults at Kunstkasteel (Art Castle) Woerden Kasteel, Woerden-Centrum, The Netherlands / “Made In Cuba” Jadite Gallery NYC / “Hasselblad Masters” 2009 “Hasselblad Masters” The Demask Gallery, Copenhagen, Denmark / “Hasselblad Finalists”, Hong Kong / Milk Gallery at Milk Studios NYC 1999 Galeria Sec. XVII, Leiria / Galeria Respublica, Santarém / Akhenaton Gallery – Lisbon 1998 V Prémio de Pintura Almada Negreiros, in collaboration with the Fundacion cultural Mapfre Vida, Palácio dos Pestanas,Porto / :Y, Grego Gallery,Lisbon 1998 Arte Rouca Gallery, Marinha Grande(PT) 1995 Lagos Biannual – Bienal de Lagos, for Institute Portuguese of Museums 1994 Um Olhar sobre a gravura Japonesa, for the Oriente Foundation at Museu de José Malhoa

Collections representations

Museu Vasco P. da Conceição Maria Barreira, Camara Municipal do Bombarral(PT) / Banco Espirito Santo / Camara Municipal de Óbidos / Private collectors world wide

Client List

Nike, Pfizer, Sandisk, HP Printing, Universal Music, Emi Records, MTV, Banif Bank, Barclays Bank, Ogilvy Barcelona, FactoHair, Wella Hair, Schwarzkopf Hair, Thevi Cosmetics, Throttleman, Flip Apparel, Le Plume, Elite Models, DXL Models, L’Agence Models, Avon, Vodaphone, Mitchell Gold+Bob Williams, Global Models, The Artist Group, Cabo TV: Mozambique and Angola, MoviePlay, Jessica Rose, Flip Apparel NYC, Staples, Nstyle, Wallpaper, Kurv, Dilema, Eclectic Magazine, Disfunkshion, Apollo, Umbigo, Numero, Six degrees magazine, DP Arte Fotografica, W25, Emerge magazine, Blink, Dif, Connecticut Home & Gardens, Modern Homes, Architect, Iconography Magazine, Series, Mccan Erickson, Brandia Central, Webdote, Corbin PR.

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