João Marcelo has worked as a Film Director since 2009. With a musical background and additional studies in cinema, his production consists of advertising films, documentaries, and music videos. Among the awards received, it is worth highlighting the Silver Dolphin in the Branded Content category at the Cannes Corporate Media & Film Awards for the series of films developed for Volvo Penta, entitled "Volvo Penta em Movimento com o Brasil." His documentary "Displaced Lives" won the Festival do Juri Popular in São Paulo and Festin Lisboa, in addition to participating in festivals worldwide, such as Huesca and Abu-Dhabi Film Festival. The music video "Alice" was a 2012 MTV VMB Awards finalist.

Since 2017, he has been a Director of Catalunya Films.