You can live without software very well, I may say that most of the beautiful things in a man's life happen without software.

Please give us a brief bio of yourself.

I’m Antonio Di Battista, I work in Saatchi & Saatchi Italy since 2004 as an interactive copywriter. I tell you this in modesty: at the age of 27 I am one of the most awarded copywriters in my country.

In 2009 with great satisfaction, I won the Young Lions Competition in Italy and so I will compete against the under 28 copywriter category of all the other countries.

What do you do for inspiration?

Surfing web, watching movies, reading books. Most of the times the three things together.

Please list 3 of your favourite sites.

The works I like are many, choosing only three would be rather difficult. I can tell that in the year of Facebook, I appreciated the project “Whopper Sacrifice” of Burger King, because of the perfect integration between the brand experience and the social network.

What software could you not live without?

You can live without software very well, I may say that most of the beautiful things in a man’s life happen without software. At least until now. But, you know, I’m a copywriter and as such I am very attached to the old, good Word.

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

I have to say that in these last years I saw many interesting works from Sweden. Agencies as Farfar, North Kingdom, or Forsman & Bodenfors are for sure very intriguing.

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

I don’t know if I could ever write a book. The perfectibility in process of writing would kill me. Probably, a little like Virgina Wolf, I would get at the end of the book without the force to read it.

Do you think Flash is here to stay?

I think that the social network have changed the web and the way to navigate a lot. Flash may continues to offer ways to entertain always evolving and becoming more interesting, but an integration between the proper languages and the social network is fundamental.

I believe this is a crucial aspect in the development of the web at this moment.

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

A good formation is important for a profession like ours: we need quickness, prompt reaction and constant updating. In the advertising field, and in the web in particular, knowledge gets old very quickly, for this reason is fundamental starting from a preliminary education as specific and actual as possible.

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

To do this job you need a fundamental requirement: curiosity. I can give an advice to beginners: read, observe, navigate, breathe all you have around. Ideas can come from anywhere.

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

Expensive? Just give me a minute to find this adjective in my dictionary.

Any parting shots or pearls of wisdom?

I’m only 27, don’t ask me to be wise.

It has been a privilege, thanks very much.

Thank you guys for the pleasant chat.


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