I wrote a lot of songs in the past, but Sony bought all of the copyrights, sold them to Eminem. I earned a lot, invested in ADVGroup and now... well, here I am talking with you guys... ooops!

  Please give us a brief bio of yourself.

Well, you know my name... I’m 30 years old, I live in Turin (Italy) and I am co-founder and Creative Director of ADVGroup.

ADVGroup is a Highly Creative Design Studio, with many different clients in diversified commercial activities, some of which are very important companies (I will not mention any ‘cause they already have a lot of money to invest in talking about them...). Samples are found in our portfolio...

Ours is a team in continuous evolution.

The second most important human resource (Being me the first) is Romina Mattina, co-founder and Art Director of our Company... beautiful, talented and willing to do all I ask for!!!

Lately we have recruited staff professionals of international fame like Fabrizio Simoncioni for music and Alessio Pizzicannella for photography.

What else? I have a lot of fun in my office for 16 hours a day...

  What do you do for inspiration?

I believe inspiration is in talking with friends, reading, watching movies, listening to music (Muse and Radiohead above all)... walking in the streets, running on the walls, flying over cities...

I am sure dreams help a lot...

  Please list 3 of your favourite sites.

Google, FWA, stellakowalsky

  What do you regard as being your biggest achievement?

Stellakowalsky above all.

Making 11 songs alive, with graphical design and not just that... every track with its own atmosphere.. the band letting themselves go for an ironical approach of themselves to have a greater impact with the user... incoherent and dirty design... great music... they’re all aspects making the site unique.

  What software couldn't you live without?

MSN, Skype, Flash, Photoshop.

  What projects do you have in the pipeline?

We’re working on projects based around the music industry and in a little time you’ll be putting them in your database, won’t you???

  Who do you rate as being the top 3 design companies?


WEFAIL: they really invented something unique and represent the most courageous company in worldwide web design.

NORTHKINGDOM: simply spectacular.

  What effect on traffic do your new designs have?

I got ready for this one. I had an international survey...

Minutes after landing on some of our sites:

- 30% of the users hurry out and get drunk

- 14% says they never heard about ADVGroup

- 40% thinks their DSL contract is useless

- 16% thinks our projects are great but have to see them again in order to give a definitive judgement

  Who is your target audience?

16% of the survey.

  What area of web design lacks the most?

Irony and instinct

  What did your very first site look like? Is it still online?

Unfortunately my hard disk burned... anyway Jazz (my dog) always barked whenever he saw something. I always thought it was a compliment.

  Have you written any books, if not do you plan to?

I wrote a lot of songs in the past, but Sony bought all of the copyrights, sold them to Eminem. I earned a lot, invested in ADVGroup and now... well, here I am talking with you guys... ooops!

What was the question?

  What was the toughest thing you ever did with Flash? How long did you spend on it? Is it still online?

I think I never worked on something too tough. Surely my main concern is when I have to choose from 200 different ideas and have to propose one.

I’d say stellakowalsky again. I was a bit frightened into promoting that particular idea

  Do you think Flash is here to stay?

I love sites in xhtml/css and the idea of accessibility, which is primary in many projects, but I think and I want to believe that flash is immortal.

  What are your views on design/graphic school. Do you think someone can get into the field without educational experience in a school environment?

I am a living example. I was not able to choose the school I wanted to satisfy my creative desire, so I spent time drawing ads at school, half of my classroom was more interested in seeing my drafts than following the lessons.

Still now whenever I find these people around they tell me to f**** off.

  When your company was just getting started, what did you find was most effective for getting new clients?

Being myself helped. Always tell things as they really are. Openly critizising ideas coming from unexperienced people.

Admit any eventual error and transform it in a positive result. I am the first critic of myself.

  How have you learned so many Flash/design skills and techniques and can you offer any advice for newbies?

Web design forums, full of professionals dedicated entirely to teaching. Why not learn from them? Very important is checking out websites, new and past, hitting on 40-50 sites a day. This is the only way for a damn little possibility into inventing something original

  What is the most expensive thing you've bought in the last week?

A beautiful three-wheel Ducati for my nephew.

  What type of overcoat do you wear when Flashing, basically are you a labels man?

Not sure... I like particular labels, those without a Logo.Custo & Alessandrini my favourites, in line with my lifestyle: original and colored.

  Any parting shots or pearls of wisdom?

When everything seems lost, check if you have holes in your pocket!!

  It's been a privilege, thanks very much.

I really can't say..it's an honor for me getting people to know this..

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