A website is a container of digital information that you can access nowadays using a browser and a computer. In 10 years, I think the same information will be more embedded in the real world and more easily accessible in ways that we cannot quite yet imagine.

question Please give us a brief bio of yourself.

I’m an Italian beardy guy born in a small quiet city in Tuscany called Pistoia, close to Florence. I studied Visual Design in Florence and have lived in London and Stockholm where I held a variety of jobs, both creative and technical. Today I’m Creative Director at B-Reel Products in NYC. Along the way, I’ve met lot of interesting people and learned a lot of stuff. I love science and creativity, being able to combine technical knowledge with vision and creative thinking

What do you do for inspiration?

We are already exposed to a huge amount of information everyday - what I sometimes miss is the time to think. All the things we see, hear, share, experience, don’t mean much unless we give our brain the time to elaborate on them and make an opinion. We need to learn how to filter out all the junk that is out there in terms of information. It’s just noise.

Having dinner and wine with friends is a very good practice to find inspiration, as is reading a book about a subject I don’t know much about.

Also doing nothing is a good thing. Most of my ideas come when I’m just enjoying some downtime and not in front of a computer. Sleeping is another great thing to do. It gives my brain a chance to just do its thing.

Please list 3 of your favourite sites.




What do you regard as being your biggest achievement?

Proving to myself that good things come when I listen to myself, and also making my family proud.

How many hours do you work each week?

It varies a lot. Sometimes it doesn’t feel like I am working and the working time blends with my daily life. My work is pretty much to think about stuff and make them happen. So I could say I work 24/7 as I’m always thinking about stuff, but if you consider “how many hours do you stay in the office” then it’s about 45. And it feels good, it used to be way more few years ago.

How do you relax or unwind?

Watch Adventure Time, have dinner with friends, play football (aka soccer in the USA), pet a cat, pet another cat, dance in the shower.

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

Mh, I’ve never thought about this one. Astronaut sounds fun.

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 is to be part of an international environment where people actually enjoy what you do every day. Also travelling around the world, and meet amazing talents.

The worst, is to deal with politics of the job and people that do not share my passion but only care about making more and more money. 

When I get stuck I try a different approach. I reconsider what I know and tackle the problem from another perspective. Usually a good solution comes out it. Other times I stop doing what I am doing instead and just wait for better times... maybe it’s not the approach that is wrong, but it’s me in that moment. 

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

Probably about 4am.

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

The most important decision has been to get out of my comfort zone in Italy and follow my dreams. Surrounding myself with talented people who are passionate about what they do and motivate me to become better every day.

Also it feels good the moment you realise (as Paul Arden said) that it’s not about how good you are now but how good you want to be. We are all trying, but some of us are trying harder and are more ambitious than others. 

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

Company wide, in all B-Reel offices, I’m not quite sure. We have 5 offices worldwide, so there’s always a lot of project going on at once. If I consider the division of B-Reel I’m running at the moment, B-Reel Products, we have a small team and usually have 3 things running, 4 or 5 things about to happen, and 10+ potential opportunities to explore.

Has winning FWA awards helped you in any way?

Definitely brings a lot of attention and is an incentive to continue making good stuff happen.

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

It was a website I made for fun about my high school classmates in about 1999. A HTML (or DHTML?) site with old style animated gifs and all that. It’s not online, but it’s where it all started I guess...

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

Nope, but it’s written somewhere in the to-do list.

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?

Travel, eat good food, sleep, sex, read the right books, talk to inspiring people, avoid non-inspiring people. 

The web is getting out of the web. Do you find that thinking in digital solutions alone hinders you? Do you feel the urge to solve the problem using all mediums necessary?

The web is definitely expanding, and of course I’m not thinking only of digital solutions. We all have to think beyond, it’s inevitable. And it’s a great opportunity we have. We can design something new, and we’re the first ones to play with these possibilities. I did a talk called “Back to the Good Old Tangible World” about this.

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

A website is a container of digital information that you can access nowadays using a browser and a computer. In 10 years, I think the same information will be more embedded in the real world and more easily accessible in ways that we cannot quite yet imagine.

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

Escape Flight, the very last one, because it’s an idea I had in mind for some time and because it answers a real need. People love using it and that makes us happy.

Do you think Flash is here to stay?

Nope. Not the in the same way, it will become something 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?

Yes. All the information you need is available online already. 

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

Focus on making cool shit, that’s the goal. Awards are a consequence.

What would be your ultimate vehicle to travel in?

No vehicle would be ideal. I mean, I just want to fly or get where I want to without having to deal with vehicles. I guess teletransport is good but might get boring after a while. 

If I think shorter term, I’d be ok with a jetpack or a bat-mobile.

What country excites you the most in terms of innovation?

Japan. But I believe that Europe, especially Eastern Europe, will surprise us in the near future.

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

There are many. Some crazy ones and some more important. I have a personal dream, let’s wait and see in few years.

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

The plan has always been to conquer the world. It will not change.

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

I definitely need to learn another language. Spanish, French or Japanese. Not sure yet. It also depends on where I will end up living. Also I need to learn how to ride a horse properly, woodworking, welding, play harmonica, sing, act, cook something beyond pasta.

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

I spend all my money in good food. True story.

Any parting shots or pearls of wisdom?

Surround yourself with interesting and inspiring people. That’s the most important thing. Do what you like and become good at it as soon as possible. And remember that only because you have the opportunity to do something else, doesn’t mean that you really want to do it. You don't have to. You probably won’t enjoy it at all in the long run.

It has been a privilege, thanks very much

Thank you : )



"Experimenting at the Edge of Digital" Riccardo Giraldi's talk at KIKK Festival 2012

Introducing Escape Flight

Mind Scalextric
Mind Scalextric

Mind-controlled Scalextric

Chrome Web Lab at the Science Museum in London
Chrome Web Lab at the Science Museum in London

Chrome Web Lab

EELS 3D projection mapping multiplayer game

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