Transforming Thousands Of Lines Of Code In Emotions

Thomas Ferrandiz, creative director of Tiempo BBDO interviews Xavier Tribó, Xavi's Lab, the laboratory R & D of Glassworks and partner. Together they talk about their career and discuss how technology and innovation have changed our lives and are influencing decisively in the sector.

The Interview (edited version):

Thomas Ferrandiz: Damn Xavi, I do not think you would come. Really? Do you dare to do an interview!?

Xavier Tribó: I take it more as a the pressure is off (laughs)

Thomas: ..let's start at the beginning, you invent, no?

Xavi: My passion has always been to develop. With 11 years I started programming in C and followed the path of every good nerd. It's funny because I was the typical school failure. I repeated the most, you could repeat that three times. My parents had very low economic resources and through a credit got my first spectrum, and the market of Sant Antoni getting pirated video games and contacted via BBS with people in USA getting me the programs.

Thomas: The Spectrum has marked a whole generation! I remember at home my eldest brother and myself learned to program in BASIC to see how that code became moving dots and colors.

Xavi: Marked me especially because I opened the door to what would become my professional future. A teacher asked me to help computer classes which was the only subject I drew 10 marks in. And gave me the opportunity to introduce myself to awards that organized the 'Generalitat' related to technology and programming in schools. And I won. That was a turning point in my life and there I began my career in this.

Thomas: When you come across advertising and post-production?

Xavi: Well, it was by chance. One day I went to the Metropolis awards program held in Barcelona and an award was given for the Bjork music video "All is full of love" Chris Cunningham, whose graphics were created by Glassworks in England. I was then already 19 years ... and I thought ... when I'm older I have to go to Glassworks and here the story began. It was like finding the carrot to follow. Later I saw a job to schedule Silicon Graphics and I went for it. The company was seeking a developer for the effects group. And there I started the journey: I went through FILMTEL, A Point the Pospo ... and all of them had hardware, software and R & D departments where we could do our inventions.

Thomas: To one day to having your own post house?

Xavi: Well, just when I decided, a friend told me that a man named Hector MacLeod, founder and owner of Glassworks, was looking for talent. For me Hector is a visionary in the industry. A person with an incredible talent with an amazing ability to mount business and lead them to success. Suddenly I saw in front of me the dream I had since I was a teenager. So I went there. Hector weeks later came to Barcelona and it seems a joke, but in a bar closed a contract on a napkin (laughs). Suddenly, we were launching Glassworks Barcelona. Hector knew my role as technology geek and I proposed to mount the LAB. I said, "you have to spend 5,000 euros each month in experiments." Today we are the only LAB Glassworks in the world. In the international web offer post-production services and is then Xavi's Lab in London, Amsterdam and Barcelona.

Thomas: Does technology have feelings?

Xavi: Well look projects like the "Signature of bees - Their future is our future" we did with you for Greenpeace have awakened in me the most creative part that gives meaning to the work we do. With a few lines of code I can come to express some of my emotions. One of the most beautiful parts of technology is when humanizes, is when something as cold as few lines of code can capture the feelings of people and is able to move. What bees is the best example. It has a very clear message and does not invade technology is invisible. It's there behind. "With a few lines of code I can come to express some of my emotions.

Thomas: We use a term at the agency we call "invisible technology". The priority is the idea and is what should prevail, how nice is when technology makes this possible but is invisible to the user's eyes only see the end result.

Xavi: And it makes perfect sense. The idea always prevail, all life, but the technology is obsolete in a year. For me it is very important that concept of being invisible. What makes the technology is multiplied by 100 in emotion.

Thomas: At the end when you talk about communication and ideas you talk connection. I think we're in this because we want brands to engage with people through "insights" relevant ideas that can reach the heart. Technology allows us to things that previously could not do, they are now possible. And that is something that happens in our society parallel. Technology is allowing to do things that were previously impossible. And its use has been democratized. Look, I recently read that Mattel has released a children's toy consisting of a 3D printer and software. Also in a short time virtual reality enter into millions of homes and change the way you play video games ... Everything moves at a breakneck pace and society, ever faster, adopt new technologies in their daily lives ... how do you see all this in 5 years?

Xavi: I think that will create different communities, now for example the label "makers": they are "makers" and we are also the children of the "makers", an entire generation growing with the idea that everything can be done with your hands. And we will emphasize communication for these different communities. There is also a very important point in the economic sphere: to make cool things and has no need to look at the economic side. For 100 euros you can create something amazing with two chips, a cable and a battery. What you were talking about democratization today makes more sense than ever.
A clear example: Autodesk. They have their headquarters here in Barcelona something that will be an important engine for the city, and in the event presentation made showed what their intentions are in 10 years and guess what? Democratizing software and create hardware that everyone can use is your goal. No longer will both large 3D design software, which also, but to create and enhance tools for people.

Thomas: It is a past. Remember that we are in the "Maker Faire" of Barcelona. I freaked out with the number of families with children had. You realize the level of democratization that is coming. The culture of doing with your hands your own inventions is permeating strong.

Xavi: I heard a phrase recently that I loved "we are becoming artisans of the 21st century" (laughs) we're there getting our hands dirty, creating things with technology ... We live a very cool time to build.

Thomas: All this is happening in society, is happening in the same way in our sector? Do you try with brands and agencies to see the relationship with technology and innovation?

Xavi: Last year was sworn in Cannes in the category of Innovation and understood many things. It was like a total blast for me. Many agencies in the world are already developing prototypes and technologies that are both product and idea of ​​communication. These products in most cases provide added value to the brand and leave the creative departments of the agencies. Really acceptance of many advertisers internationally is amazing. In Spain I think this year has been a boom. They begin to see many projects that have a technological component behind. What is perhaps missing is to use technology accordingly. Not everything is because it does not make sense. You have to build brands. The technology that have a purpose and an idea to support it.

Thomas: Well Xavi, as it has always been a pleasure to chat with you, by the way, I see that you do not bring smartwatch ....

Xavi: I'd rather see the analog time. Almost never fails.


Interview published in the El Periodico de la Publicidad

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