I tested the first beta version of Flash, when it was still called Future Splash. However, believe it or not, I never learned how to use Flash.

Please give us a brief bio of yourself.

My professional background is a sample of what has been going on since the beginning of the Internet in Brazil. I was one of the precursors of interactive media in this country, having begun my career in 1991.

Over the past 18 years I have been both copywriter and designer, both on and off-line. I was part of some of the strongest creative teams in Brazil in companies like ALMAP/BBDO, AgenciaClick, RMG Connect and others. Currently, at age 36, I lead the digital creative team at JWT Brazil, working with the offices in São Paulo, Rio and Curitiba, as well as with RMG Connect.

What do you do for inspiration?

I believe that our first great inspiration must come from real life. One must observe details of everything involving our daily lives, from the simplest and most obvious things that, nevertheless, hide an immense creative potential. These are the baselines for observation and creation.

It’s obvious that artistic, scientific and technological works are equally great sources of inspiration. But in order to break away from plain vanilla, we need to learn how to reinvent, mix and twist things around.

Please list 3 of your favorite sites.

If I were to think in terms of the sites where I truly spend my time, I would say Flickr, FFFFOUND and YouTube. What a tough question! I would also have to include FWA, del.icio.us, and Twitter as major reference sources. May I? (Editor’s note: Of course!)

What do you regard as being your biggest achievement?

I have received awards, and worked on important projects and helped build the internet in Brazil, especially in dealing with the development of the advertising industry.

Currently I believe that my important goals are to produce creative communication actions that provide some type of entertainment, information or usefulness to people; creating things for people to spend their time. Whether these actions are quick fun activities or profound and complex adventures.

What software could you not live without?

Photoshop and illustrator. Always. Then they have us use other things such as Keynote (or PowerPoint), Excel… oh my God!

What projects do you have in the pipeline?

New projects for Ford, HSBC, Johnson's & Johnson's and others.

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


I thought it would be a good idea to survey our team and choose the best. They each have their opinion...

However, currently I think the ones that quickly pop into our minds are: Tha Ltd., Your Majesty, North Kingdom. I love the careful work done by R/GA.

In Brazil, in addition to JWT (hehehehe), the good work by Gringo, of AgenciaClick and Cubo.cc deserve to be mentioned.

Who is your target audience?

Our agency has clients for all types of audiences. There is always a new challenge regarding a different target.

What area of web design lacks the most?

I believe we still have a lot to develop. Anyway, I am very proud of the work our team has been delivering, carefully caring to every little detail in our numerous projects, from choosing illustrations and font types to extremely elaborate animations.

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

I worked on redesigning the second site developed in Brazil in January 1995. It was the site for an education survey Institute in digital communication for the University of São Paulo, where I worked as a surveyor.

Recently I visited the site and found that it needs a lot of rework. (http://futuro.usp.br)

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

I write poetry books and compose songs. Does that help?

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

I tested the first beta version of Flash, when it was still called Future Splash. However, believe it or not, I never learned how to use Flash. I am still not comfortable with its interface. I have people on my team who command this tool.

Do you think Flash is here to stay?

Definitely! But I think its use needs rethinking. Not every site must be done using Flash, especially entirely done in Flash.

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 think some schools are very good and teach important things such as history of arts, design... They teach students to conceptualize their creations.

The technical part is extremely important. I'm not talking only about software, but also knowing other techniques that are not unique or exclusively digital. Learning software can be achieved through any course and a few hours of training.

But schools must inspire, to gear students towards curiosity and the true "desire to learn”. Additionally, the school environment is great for networking.

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

I work in the oldest advertising agency in the world, JWT. There is a lot of history to cover from its beginning up to the time when it became one of the largest communication groups in the world.

And today there is still a lot of history to be made in this turnaround of the communication industry.

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

Whenever possible I try to teach something. Whether it is about being better professionals, or some technical aspect, but especially trying to teach how to think about being creative in problem solving.

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

A Nespresso coffee machine and some PS3 games.

Any parting shots or pearls of wisdom?

Hummm... look at the world outside, around us and then draw great creative solutions.

It has been a privilege, thanks very much.

The pleasure was all mine!


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