I am convinced that in a not too far future Social Networks and dedicated web sites will fuse together in one single container.

question Please give us a brief bio of yourself.

Hello guys! My name is Massimo Galleri and I am a creative designer based in Italy. I started as a freelancer about ten years ago, after several experiences working for advertising agencies.

Years spent lying awake with Redbull and cigarettes convinced me that the team job is the only true key to achieve success and sensible grow.
Today I am Dolcestilnuovo’s CEO and founder member and I am proud to lead a team of creative professionals with a big talent for innovation and passion for digital experience. We grow together day by day, we change our minds when we need to and keep on improving our know-how... posterity will judge us!

What do you do for inspiration?

I surf so much, maybe too much. I work with wonderful people, every day they suggest me new ideas. I love being connected to everybody everywhere, anytime. I am constantly searching different points of view to compare with mine, new cultures and relations.   

Please list 3 of your favourite sites.

I cannot answer. I have a list of more than 1000 preferred sites… how could I choose three? Impossible!   

What do you regard as being your biggest achievement?

Certainly Coffee Surfing illy - http://coffeesurfing.illy.com   

How many hours do you work each week?

More than 40.   

How do you relax or unwind?

I go out…I need to take my eyes off this screen…   

If you weren't working on the internet what would you be doing?

I had chosen something that allowed me to travel.
I would like living by the sea, which at present I don’t.
I think I would have been a barman at the Tropics!   

What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?

The best part of my job is the first brainstorming with the customer.
The relationship after the first briefing, the analysis and comparison of ideas and proposals is certainly the most creative and exciting phase of my job, and the most fruitful too.

In the following phase we need to achieve the customer’s trust,  we need to get them  believing  us and our proposals.
Trust is extremely rewarding, particularly when we are being committed with new projects and challenges. 
The most difficult part is to get the customer’s approval, the first step to move. 
Sometimes it is not easy to get a customer to accept some key concepts as usefulness, aesthetics, and functionality with respect to their final project targets.
We are by now smoothing our technics…. communication in our customers’ own language is now for us a goal to achieve as the final success of the project.
If I run into difficulties? …keep calm…always!   

What's the longest you've ever stayed up working on a project?

More then 72 hours…and one Redbull complete truck.    

What software could you not live without?

It’s a suite: Adobe Creative Suite!   

How many projects does your company juggle at any one time?

Four to five.   

Who is your target audience?

First of all, big advertising agencies. We did a lot of work with them.
Secondly we have lots of direct customers, from food to communication, to clothing industry fields. We don’t have a typical customer, we have many.   

Has winning FWA awards helped you in any way?

I hope it helps in the future.

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

The web site I did for the fashion boutique of a dear friend of mine…it was about 15 years ago. It’s good it’s no more on line!!!

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 curious, always.   

What was the last digital effort you saw (or were a part of) that used social media in a way that really made sense. Why?

It was a viral application to launch an Illy coffee cups collection signed by Kiki Smith, about one year ago. The application was installed on a Facebook tab and allowed users to customize a photo and post it on their profile. 

This launch resulted actually viral and we got about 2000 visitors and participants per day for more than one month. 

Looking 10 years in to the future, how far can websites go?

I am convinced that in a not too far future Social Networks and dedicated web sites will fuse together in one single container. In my thoughts digital experience will soon overcome the borderline which now exists between desktop computers and mobile devices, getting then closer and closer to us. I don’t know how it will, just this scenario is persuading me so much.    

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

We have been working for several advertising agencies, in “white label” mode, then unfortunately I can’t disclose anything more…
Among our most recent projects, the one I am certainly most proud of is: Coffee Surfing Illy - http://coffeesurfing.illy.com

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

In the past years we created lots of sites with Flash. I would mention two of them which I am particularly fond of: La Fabbrica (http://www.lafabbrica.it) and RealPix (http://www.realpix.it).

I worked out each of them for more than one month, including design and coding. The major difficulty was to make it as much fluid as possible in spite of code complexity and of the number of images on the screen. These jobs were further complicated by the customers request to interface our job with their database but at the end we reached the target. What do you think?   

Do you think Flash is here to stay?

I am pretty sure Flash is one web pillar, like all web technologies.
Some applications can be obtained just with Flash and with Flash only, this is not true for all.

I think that the question should be to use the right technology for the right application, despite tendencies or trends.
The tablet and mobile age did not increase the research and development in this field. First of all I am a “creative coder”, it was not difficult for me to approach my job in HTML5.

I fully respect all technologies and the individual choice of using one or the other. Nevertheless I can’t understand obstinacy in reproducing Flash or HTML5 conceived solutions just to say: “it’s also like this“. This is nonsense.

There is perhaps a shift in web use these days. We are seeing a decline in the purely

Yes, everything changed, a lot, starting from the single project analysis to the development environment. Now everything is new, different. There are new factors (mobile, tablet) which  were not present earlier.  

For sure, I can see that a more complicated approach in the initial phase makes things easier during development phase.  I find that new technologies like HTML5, CSS3 e JQuery are simpler and intuitive. This is probably related to the tendency to simplify and emphasize contents in a most accessible mode.  

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

Theory is the essence. This is obvious but not necessarily a must.
On the market there are talents coming from a not orthodox culture, they are not less brilliant than others. A project does never show the tag of the Institute where its designer was educated. 

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

“Stay hungry, stay foolish” - Of course!

What would be your ultimate vehicle to travel in?

My little Smart!

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

Start with the main digital agencies. They have been a great trampoline for our economical and profession growth. It needs to be considered that working under a “white label” means working for and with everybody, any link to any flag. You may concentrate on your actual job, creation, and don’t need to care of the commercial and sale aspects which are carried out by your principal.
Further, the customers of the main agencies allow you to “dare to be different ” which is vital for us and our mission. 

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

How to stay up-dated? Spend at least one hour a day surfing the net for the main awards sites. It is extremely important to be aware of competition progress, ever. 

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

Growing and growing. We just started. 

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

My holiday in Miami next August

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

A Burberry trench coat! 

Any parting shots or pearls of wisdom?

Be curious, not judgmental - just one among others.

It has been a privilege, thanks very much

Thanks to you, just hope I didn’t bore you. See you soon!


Me :)
Me :)

Coffee Surfing illy - http://coffeesurfing.illy.com
Coffee Surfing illy - http://coffeesurfing.illy.com

illy Sustainable Value Report - http://valuereport.illy.com
illy Sustainable Value Report - http://valuereport.illy.com

La Fabbrica - http://www.lafabbrica.it
La Fabbrica - http://www.lafabbrica.it

Massimo Bonini Showroom - http://www.massimobonini.com
Massimo Bonini Showroom - http://www.massimobonini.com

RealPix - http://www.realpix.it
RealPix - http://www.realpix.it

Systemaitalia - http://www.systemaitalia.it
Systemaitalia - http://www.systemaitalia.it

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