.

When you sit and watch a movie or watch TV, the last thing you're doing is wondering what software they used to make what you're watching. I think interacting with the web should be no different.

  Please give us a brief bio of yourself.

Born in Guatemala City, Guatemala (No, that’s not in Mexico, Google/map it). Raised in the Bay Area, CA…yep, I say “hella.” Lived and jammed in San Francisco and New York…and somehow ended up in SoCal.

I’m 28 and I obsess over style, style, style. I’m currently a Senior Art Director at 2Advanced Studios.

Work Hard, Party Hard.

Like I state on my site: Make it Sexy, Keep it Bold and Never Settle.

  What do you do for inspiration?

Seriously, it all starts the second I stop thinking. To execute consistency you apply everything you know. But to get inspired, everything you know is exactly what will prevent you from creating anything original.

At the beginning of any project, I strap on my headphones and just jam. In short, I force myself to produce art prior to applying design as a discipline.

I make noises while I work, have tons of tiny toys surrounding my work area, and when I’m really feeling a jam session, I’ll loop the same track a thousand times over.

  Please list 3 of your favourite sites.

http://www.pixelsurgeon.com

My Bible. Love the linkage…keeping it rebellious.

http://www.thecoolhunter.net

So much hotness, on so many levels.

http://www.t26.com/

Any sexier than this, and you might have to flag it not-work-safe.

  What do you regard as being your biggest achievement?

To date, having launched the ‘Raw & UnEdited Edition’ of my site from Tokyo, Japan.

Remixing something a friend of mine said to me once: “You’re only as good as your last comp.” My biggest achievement will only ever last until the next one comes along.

  What software couldn't you live without?

It’s a toss-up between Rhapsody and Photoshop. I can’t design without music, and thinking about designing without Photoshop is like….well…actually I don’t know what that’s like. Enough said.

  What projects do you have in the pipeline?

I could tell you, but then 2A would put me in a corner on time-out. My Folio will always be about 4-6months behind, so you’ll just have to keep checking it.

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

In no particular order:

http://www.northkingdom.com

Hands down, just beautiful work after beautiful work. How can you go wrong with DesignChapel behind it all?

http://www.fantasyinteractive.com

Beautiful design and flash work, from homepages to drilldowns. Work speaks for itself.

http://www.2advanced.com

Intelligent Flash Design. The boys here at 2A rock, why else do you think I work for them?

  What effect on traffic do your new designs have?

I keep my style fresh and original. I aim to give every project I work on a unique personality as an extension of its brand.

The more I make that the focus, the deeper the emotional connection will be with the audience.

We all make a subconscious connection with things we interact with daily and I think that goes a long way.

  Who is your target audience?

I can’t say that I have a target audience. It’s definitely one of the main reasons why I came to 2Advanced Studios.

The range of clientele we get here keeps it very diverse and very exciting. I think that if I ever tried to narrow it down to just one, that I’d get stuck to one style. I’m not ready for that yet. Not by a long shot.

  What area of web design lacks the most?

I would have to say Visual Motion Graphics. The Motion Broadcast community today is pumping out some amazingly beautiful works.

But I’d have to say that there’s definitely a sense of quality over quantity luxury they have that web designers don’t.

When we interact or view media on TV or various displays, we’re not getting a godly amount of content thrown at us to focus on. Instead the messaging and scope of content is cut considerably and more emphasis is put on the delivery of the content versus the quantity.

I hope as the web gets closer to TV that we start to consider how much information we’re forcing down on our audience at any given time.

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

My first site rocked and it’s still up. Been keeping it vertical since 2000…

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

I have not had the pleasure of contributing to a publication/book as of yet. I would be ecstatic to be part of something like that and hold it to be a goal of mine for 2007.

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

I opened it and spent 2 days animating something I was happy with…then it only took 20 minutes of utter frustration in attempting to Actionscript for me to close it.

I’m strictly design. I can see myself moving towards motion easily…but have a harder time with anything dev. (tweaking Lightbox on my current site to show all my work nearly killed me…but I felt like I had climbed a mountain once it was all done).

  Do you think Flash is here to stay?

Definitely. The more the community pushes Flash as a medium to further extend visual presentation, the smarter its use becomes.

The important thing is to use Flash intelligently, only where needed or finely tuned. When you sit and watch a movie or watch TV, the last thing you’re doing is wondering what software they used to make what you’re watching. I think interacting with the web should be no different.

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

Tough Question. Very subjective.

Here’s my take: School can only show you so much, usually the very foundation. Software, Guidelines and Principles. It can be frustrating for a designer in school to set themselves apart from the rest. I know this as I was a student.

The subjective part is while school can’t teach you everything, it does get you started. You can’t break the rules if you don’t know them to begin with. Like studying, design takes research. You have to get to know what you’re designing for and why. But values like those are better learned in the field.

My advice is to get your foundation in school, jam jam jam on personal work, and then get into the industry anyway you can. You’ll probably feel like you learned more your first month than you did in four years of schooling.

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

Tell them you exist! Like the web, there are tons of companies and designers out there. But I have found that personality and style go a long way.

Most major brands find their comfort level through working with a couple of different agencies/studios/designers. It keeps things fresh and non-linear.

Don’t feel like you don’t have a chance or that you have to look like everyone else. Someone out there is looking for your style.

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

Biggest piece of advice I can give anyone is to do what you love.

Try your hardest not to think about the money. You’ll only find yourself unhappy and battling to stay motivated. If you do what you love to do, trust me, you’ll spend more time doing it than anyone can tell you to spend.

As with anything, practice makes perfect. If you reach a roadblock, don’t feel like you have to reinvent the wheel. See how others have done it and understand what about what they did makes sense.

Lastly, remix the living hell out of your style. Never throw away .psd’s, etc., just save as something else and keep jamming on it. My biggest breakthroughs have mostly come in the form of a mistake. Art before Discipline.

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

An Xbox 360 with tons of extras. Gears of War + Need For Speed Carbon…thank god I got my site up already…My Gamertag is “Nokill” so if you want to game it up…hit me up!

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

Jock style, Jock Brands. I can go from Kenneth Cole/Prada/G*Star/Armani to my street mood with MetroPark/LRG/TRU/Penguin/TankTheory/AIKO/Vestal/Ed Hardy.

  Any parting shots or pearls of wisdom?

*Takes deep breathe...“Father doesn’t approve, Brother’s still not impressed, B-Team 4ever, Lil-Touuuuugyuu, One-Timah-Two-Timahz, Tatonka, Parcon’s of the West rule, Splodez, Ooooot, Tee-hee, Kehe, ROFL, Noli’s Never Happy, Stewwwpeed, Sooo, whAAAT, tRtRr, iSH, Sikaju, Renetar………ehhhhN!” (it’s better if you don’t ask)

  It's been a privilege, thanks very much.

The pleasure was all mine. Keep the community fresh with legit linkage.


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