We live in the "fallback" era. Now you can propose 3 or 4 different versions where you can control how immersive the experience is.

Please give us a brief bio of yourself.

Since childhood I have dreamed to create imaginary worlds and now I've learned to draw and bring them to life with code. 

I obtained my B.Sc. in Geological Science in 2000 but I've only worked in online development related jobs as interactive designer/developer. In 2010 I founded unboring.net with the main goal to create a new interactive entertainment and to help brands to create inmersive experiences.

This year my effort is centered in the world of 3D web and the emergence of VR, that give me the opportunity to offer new ways of interacting with content.

Now, my goal is to create innovative projects that demonstrate that through the Web you can get amazing results.

What do you do for inspiration?

Mainly music. I loooove very different musical styles. She (because for me the music has this state) is inspiration, she has the ability to transport us to other places.

Also a good illustration, a good comic, a good movie (especially animation ones. I love going to the movies with my daughters to see them all)

If there are any pivotal experiences/decisions you could point to that helped shape your career, what would they be?

Learn to say NO, to be assertive (in process), to be able to sell your ideas to very different profiles (from coworkers to final client), to be happy to give the best of yourself.

Mainly find what you love to do and everything else just will come to you.

What software could you not live without?

Ironically, I don't use ActionScript for years, but I still love Adobe Flash to draw and make presentations.

In terms of software, is there anything new you have been playing with lately or that has impressed you?

Leap Motion and its API I think have a lot of opportunities combined with VR headsets. I wish it could be combined with a Cardboard connected directly to the smarthphone, it would create an incredible low cost VR experience.

Who is your target audience?

Anyone who wants to find new ways to interact with their audience.

When dealing with major clients, how difficult is it to meet the needs of such wide target audiences?

We live in the "fallback" era. Now you can propose 3 or 4 different versions where you can control how immersive the experience is. 

One of the most important things is to understand the target audience of your client and their needs to offer the better solution for them.

Are there things you do OUTSIDE of work to ensure that you are in the right mindset to be creative and/or successful in whatever you are doing?

Be happy OUTSIDE making time for family and friends.

Have you been a part of a campaign that was rooted in digital and THEN reached over into other consumer touchpoints? Did this happen organically or was it a part of the plan from the beginning?

I have been lucky to always work on projects with digital heart and it is great to see how the digital part is everyday more important in brand's strategy.

Of all the websites you/your company have produced, which one are you most proud of?

The Dreamsons because it was an experience to create a brand for families with Appsillustrated books and even toys that aimed to encourage you to dream and share your own family experiences.

Do you think Flash is here to stay?

No, I suppose it'll end up like Fireworks. Maybe if it becomes a reference tool to animate HTML5, but these days the barriers between design and programming are different from the golden years of Flash.

If you were a student entering this industry or an aspiring FWA award submitter, what advice would you give them?

That they fight to achieve at least the 20% of time to research and advance in what they like and bring a little further.

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

Has good contacts and be proactive in selling and proposing new ideas.

How do you keep your finger on the pulse of the latest web trends?

Following on twitter to inspiring people.

There must be a project that you have always dreamed of doing, what is it?

To create an interactive animated movie that combine the beauty of the Pixar/Disney movies with new ways of interactivity as those that can be seen in games like Journey, Limbo, Osmos, any of Toca Boca or Monument Valley.

What does the future hold for your company, or you as a person?

I hope to be doing what I love and try to get this passion on projects that I can bring forward.

What are you excited about learning next and is there a long term challenge you are considering tackling?

The VR lives now a very big momentum and is a new pencil to draw our imaginary worlds. I hope to learn enough about this new area to create a big VR experience this year.

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

More RAM for my Mac.

It has been a privilege, thanks very much

Thank you for the interview and I hope we can meet in person someday.



My workplace [left view]
My workplace [left view]

My workplace [right view]
My workplace [right view]

I N S P I R I T - interactive VR project
I N S P I R I T - interactive VR project

Iberia - Flying the world project
Iberia - Flying the world project

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