互动中国专访:“不从善如流”数字创意制造业的新生态——专访创意制造工场B-Reel创意总监Riccardo Giraldi


以往的广告创意制作公司往往是站在广告代理商4A巨头背后的无名英雄。扎实的技术能力,娴熟的创意制造功底被掩盖在光芒与成功之下。而今天的时代,创意前所未有地依赖于更多新兴技术之上,一边是创意枯竭与执行力黔驴技穷的传统者。一边是技术创意不但交叉与碰撞出看似不可思议绝好点子的欢乐创意制造工场的崛起。任何拥有交叉性思维的人才团队与Production公司或者真的是时候走到前台来了。
B-Reel, 全球顶尖的创意制造工场,获奖数几乎与产出同量, 更是TheFWA上无可争议的王者(Profile: Top 100 most awarded)。从充满生趣好玩无比的Honda Experiment, 到流传千古的传奇作品The Wilderness downtown,还有最新的吸引了广告界,创意界,科技研究界,以及品牌营销主们强大关注度的研发项目Mind Scalextric….⋯⋯B-Reel是一家满载看似“不可能”的优秀创意作品的荣誉堂,当之无愧也是绝无仅有的整合型创意制造公司。他们绝对不是典型的我们所熟悉的那些制作工坊,在这里有来自各行各业掌握不同技能的Geek组成的团队,这里有开放的空间让大家研究有趣的R&D项目,这里更有一群各怀怪点子的创意鬼才与执行好手。他们也让我们看到了数字广告世界里创意制造群体的另一种可能。
互动中国特别采访了来自B-Reel的首席创意总监,以及分别来自B-Reel不同地区的团队成员,以及B-Reel的创始人。与大家共同走进这家不凡的创意制作工场,共同探索未来的新型创意制作团队的新生态。

采访&文字&翻译: Vivian Peng@DamnDigital
(原创内容, 转载请务必注明来自DamnDigital)

“There is no little Secret” 不可能般优秀作品的背后人物

互动广告的创意执行公司绝对不是依本画葫芦似的机械工厂,尤其是在今天这个整合数字广告时代,必须要进行大量的多学科多技能之间的交叉与融合,创意制造公司,也必须该具有这样的工作环境与理念。

部分作品一览 Riccardo Projects

Riccardo Giraldi, 现任B-Reel伦敦的创意总监。一个充满魅力的极客型创意高手,他的事业起步于童年时玩乐高,拆电子设备,组装积木,和玩计算机,学Pascal开始。千万不能让他看到任何电子设备或者铁皮玩具,那他一定控制不住要去拆了,再重新组合一下,搞出个新玩具来让自己玩儿⋯⋯

他拥有丰富的新媒体传播,交互设计,工业设计,电子工程,计算机科学教育背景,多年数字广告领域互动设计,技术开发,创意执行工作经验。业务他对人机交互技术应有强烈的热情。他加入B-Reel伦敦仅仅一年的时间里,凡是他经手的创意项目。从点子,到执行,都让人觉得充满兴趣和不可思议,并且每一个都荣登TheFWA上榜佳作。

他对于数字互动广告与创意及新科技有着独到且深刻的见解,绝对不要做任何天才般妖魔化的假象。请记住Woody Allen 导演在《赛末点》中的一句忠告,There is no little secret. 即便再看似奇妙的创意和制造,其背后都蕴含一定的逻辑和启发。

DM: DamnDigital
Riccardo: Riccardo Giraldi

Riccardo: 小时候开始,我就强烈地热衷于研究各种东西究竟是如何构成的,我拆闹钟,拆收音机,拆乐高,拆一切眼见范围内的铁皮玩具,电子设备……竭尽一切办法去探究各种东西究竟是如何组合而成的;当然,这还不能完全满足我的好奇心,我最热衷的,是拆完各种玩意儿之后把各种零碎部件天马行空地组装起来,非得装出个全新的玩意儿来才能真的暂时甘心。我想说,我们这一代的同龄人是非常幸运的一代,因为我们从小就有乐高积木这么好玩的玩具陪伴,极大地启发我们的创造能力。不但如此,我们这一代最大的乐事就是在上学的时候有机会学习计算机和编程,尤其是有机会学习Pascal进行计算机编程,这对于计算机爱好者来说是个绝对的福音,对整个思维和计算机的认知有很大的意义。

在我成长的岁月里,我发现我自己对于创造新的玩具,新的东西有极大的兴趣,并且我非常喜欢给自己找麻烦,会不断地让自己去研究各种生活遇到的问题,然后想尽办法解决问题,从中获得极大的满足感。

目前,我个人主要的兴趣爱好集中在交互设计和人机交互领域。总地来说,一切有关于物理学,心理学,创意领域以及相关的一切东西都属于我感兴趣的范围集合之内。

(注: Pascal是一种计算机通用的高级程序设计语言。Pascal的取名是为了纪念十七世纪法国著名哲学家和数学Blaise Pascal。它由瑞士Niklaus Wirth教授于六十年代末设计并创立。Pascal语言语法严谨,层次分明,程序易写,具有很强的可读性,是第一个结构化的编程语言。Pascal语言可以被方便地用于描述各种算法与数据结构。尤其是对于程序设计的初学者,Pascal语言有益于培养良好的程序设计风格和习惯 它一出世就受到广泛欢迎,迅速地从欧洲传到美国。沃尔斯一生还写作了大量有关程序设计、算法和数据结构的著作,因此,他获得了1984年度“图灵奖”。  )

Chapter 1.

有一点非常重要的是,我们必须非常明确:是人做事,不是事做人,是人用机器,而不是机器用人。我们应用转换思维,让计算机等这类的新技术真正地成为一件能帮助我们达到自己所向往的目的的一件工具,让其帮助我们扑捉日常生活里各种潜伏着的机会。所有新技术都是如此,它们能够为人类带来技术上的支持和帮助,但是,永远不会改变人类真正的生活需要和习惯。

DM: 您在博客中提到过很久很久以前(2006年),自己设计过一个触摸屏交互界面应用有关的”小玩具”……我们对那个作品挺好奇,可以跟我们介绍下吗

Riccardo: 就是这个玩意儿——

“Interactive Digital Artworks for cultural heritage development”

 

这还是2006年在大学学习工业设计时的毕业设计作品,当时是和我的同学Elena一起合作设计的作品。

其实这也是得益于我在学校的时候就开始从事交互设计方面的实践工作,也是因为工作的关系,我接触到了多媒体整合传播相关的文化知识,逐渐也使得我在工业设计,计算机方面的知识能够逐渐有意识地应用到传播与沟通上的应用。在大学里从事交互设计的时期里,我为意大利Mont’Alfonso国家博物设计开发的一个应用。

这个项目的创意和理念主要取材于两本极有价值的经典名著——阿兰·库珀 Alan Cooper(交互设计领域的教父)的经典著作《交互设计之路》被誉为交互设计领域的“圣经”)和D. Norman’s  “The Design of Everyday Things” 《设计&日常生活:设计安全好用的日常生活用品》,我们在其中找到了非常大的启发和灵感,也帮助我们在交互体验的设计上做了很重要的指导作用。做这个项目我们在UX设计和交互设计上花了许多精力和心思。此外。做了不少可用性测试,经过几次应用优化之后才得出的最终的作品。

当时做这个应用真的是花了不少心血。不过现在看起来,还真的感觉蛮幼稚的,哈哈哈,那可是2006年了。 不过当时还很少触摸屏方面的交互产品,尤其在博物馆这种公共场合里,极少这样高科技的应用。对我们来说,当时的这件作品对我们的意义非常大,这件作品是在我还对iPhone以及各种触摸屏电子设备完全没有太多认识的情况下做的一件触摸屏产品,当时多么新鲜。尽管在硬件上多少有点粗糙,但是这个项目让我们意识到了交互体验对于使用者体验上的重大革新意义。而且,当时我们在做完那个项目的时候,对触摸屏有了极大的兴趣,并且觉得这种交互方式很有前景,果不其然,今天看看我们周围,充斥着各种各样的触摸屏电子设备。我印象非常深刻的是,当时我们设计这个应用的时候,在书本和资料的阅读体验环节,设计了轻轻滑动翻页的手势应用,这和今天iBook的触摸交互方式很类似。现在想起来,那个时候还是很为自己骄傲的!

DM : 这个作品让我想到了当前最热门的交互技术之一——触摸屏技术,其实这算是目前人机交互领域最主流的技术之一了,很多大企业,比如微软,都把我们的未来描绘成一个无处不是触摸屏的生活世界。在您看来,那样的生活方式真的会可能成为我们的未来吗? 人机交互的下一步趋势,真的会是如此吗?

Riccardo: 对未来做任何预测都是具有一定风险和困难的。但我相信我们还是朝着一个向更为自然的方向进化的,我们今天所用的一切电子设备,屏幕,都将会越来越小,直到某一天会全部消失而无处不在。到时,人类不会花大部分时间与机器互动,而是回归真实的世界,与最自然真实的外界进行互动。换一种说法,也就是一种更为自然和灵活的数字化生活体验,数字化技术将更为完美自然低融入人们的日常生活中,为人类带来更好的与自然世界互动的体验。其实,从这个角度来说,物联网的实现将具有至关重要的意义。因为它将对技术是否能更好地与生活相整合,更好地融入生活有着决定性的意义。

 

DM:您有说过您目前对于人机交互方面充满兴趣,为什么这个领域对你充满吸引呢? 您是如何看待新技术与创意,设计,沟通传播之间的联系与关系的? 如何能更好将这些新技术更好地融入我们的创意思维之中,从而产生更多新的创意点子呢?

Riccardo: 在历史上,我们(人类)一直对各种新技术拥有很强的学习能力和适应能力,人类对各种能够以及可能能够改善生活的新技术具有强大的驾驭渴望。因为狩猎,于是人们发明了各种武器,因为保暖的需要,人们发明了非常保暖的衣物,因为希望行动得更迅速,于是人们创造了汽车,一直以来,各种新的技术,工具的创造和诞生,归根结底都是出于人类对于更好生活体验的本能需要所驱动的。一直如此,从未改变

但是要真正创造出有价值的,能带来巨大影响和变革的东西,总是需要一定的时间。大多数情况下,在真正伟大的创造诞生之前,尤其是最初的时期里,各种新技术的诞生总是伴随着一定的代价,让人拥有一些,也失去一些,同时,更需要一定的坚持和持之以恒的韧劲不断进行下去才行。

今天,我们看到各种各样数以万计的新技术每天都不断地在这个世界上诞生着。其中,更不乏拥有巨大潜力,让我们感到兴奋和惊讶的新生力量。例如,计算机是一个相对较新的技术。它们并不是永远都能那么有效地运作,更常常会当机,而且大多数情况下,计算机让人们夜以继日地端坐在这台机器面前,一动不动就能坐上大半天,这绝对不是个理想的美好的新技术体验,但是,我们却绝对不会否认,计算机为我们带来的不可估量的价值,这就是新技术的魅力所在。

有一点非常重要的是,我们必须非常明确:是人做事,不是事做人,是人用机器,而不是机器用人。我们应用转换思维,让计算机等这类的新技术真正地成为一件能帮助我们达到自己所向往的目的的一件工具,让其帮助我们扑捉日常生活里各种潜伏着的机会。所有新技术都是如此,它们能够为人类带来技术上的支持和帮助,但是,永远不会改变人类真正的生活需要和习惯。人类一定最终会根据自己的需要来选择我们所需要的新技术。让各种各样对我们有益的技术相互组合起来,相互作用,更好地为我们所用,这才是我认为当下真正有趣的领域,也是对于未来发展有极大意义的领域,因为,让各种技术与其他生活领域相互整合,相互作用,需要依赖更强大的技能和更多更创新的创意才能真正做到。

 

DM: 据我们了解,您曾经大学学的是工业设计专业,然后担任过一段时间的设计师,然后你又转行开始做技术开发,然后又不知不觉地对各种新技术,人机交互产生了极大的兴趣,然后还学习了电子工程学,接着又进入了B-Reel,在广告行业里搞起了各种研发项目⋯⋯您的追求究竟是什么? 为什么在吸收如此广泛知识的同时,却又一直对数字互动广告行业如此孜孜不倦?和我们分享一下您的梦想究竟是什么吧?

Riccardo: 是的,在过去几年,我一直在尝试各种各样不同的工作,做不同的事情,学习更多不同的新知识新技术,但是仅限于各种我自己喜欢的事情。很不幸的事实是,我总是无法控制自己对新领域新知识的强烈渴望和好奇之情,而每次当我投身一个全新的领域的时候,我又会默默地想,嘿,现在这个看起来很棒,这回也该是时候尘埃落定了吧!!

每当我试着将自己的想法,点子付诸实践,把它们做出来,成为现实的时候,我会拥有强大的满足感。各种各样数字化工具和技术让我的各种小点子小实践进行地更加得心应手,因为,能够更迅速地得到响应和反馈,这也是数字互动的强大魅力所在。同时,我很喜欢让自己的想法被更多的人看到,体会到。这种感受是你可能真正感受到的,触摸到的真实快乐。所有这些都给我强大的动力,去不断地把自己每一个自己觉得还算靠谱的想法,想尽一切办法地去实践出来。

在互动行业工作的另一个原因,是可以有机会在工作中接触到更多最新前言的技术,互动新媒体本身就是一个以技术为驱动力的新兴传播领域,技术自然而然前所未有地与市场营销,传播,和人们之间的沟通有了更为紧密的联系,在互动领域,我们往往对各种新技术极为敏感,充满好奇和渴望,会强烈地对任何与体验相关的新技术产生灵敏的反应,这也是互动行业绝无仅有的最大魅力。

随着数字化时代的不断推进,越来越多不同的领域,行业正在前所未有地融入进来,相互发生交叉,相互产生反应与联系。电子电器,心理学,数学,机器人科学,生物学,工业设计……而每一次的组合与不同结合,都会带来难以想象的化学反应,充满创新的火花,让人无限向往。我真的非常非常渴望有足够的时间(当然,以及足够的钱!)把所有这些领域和学科知识都研究个遍!

我一直梦想,能够最大可能地学习不同领域的学科知识,然后在某一天,回到我的家乡托斯卡纳,开一所致力于创新科研实验的学校,一边做些项目,一边做做培训开课,和学生们一起探索各种创新机会,我一定会给我的学生最大范围的自由发挥空间。

DM:您的从业经历非常丰富,尤其在数字传播与广告行业的经历更是出色,我们知道您之前在知名的工作室Unit9里但任过设计,项目开发,技术开发等不同的工作,然后还创立了自己的工作室,叫做Officina Creativa? 我们非常好奇,您对于自己的职业一直拥有非常明确的计划,一步步地走向某个终点,还是真的随心所至,听从自己内心的呼唤?

Riccardo: 我觉得我自己已经算是非常幸运的,一直以来,我都能够得到机会,从事自己感兴趣和喜欢的工作,能够找到非常不错的老板,领导,给予我一种齐心协力,朝一个大家坚信是正确的方向进取。这是最美好的为工作而奋斗的感觉,因为这也同样让我觉得我是在为自己和与我同样志同道合的伙伴们一起在奋斗。所以,我想目前为止我所选择走的路并不算太坏,我会坚持走下去,坚持做自己所热爱的事情,每一天都会充满期待.

 

Chapter 2.

培养伟大创意最完美的环境,在我看来,应该是能够聚集一群拥有各种各样不同背景,不同学科知识体系与技能的人才,聚集在一起相互合作,发生交叉与结合,一个个聚集着各种不同技能人才的小型团队,大家面对一个共同的任务和目标,项目贡献出自己的知识与技能,与他人的技能与知识相互交换,相互结合,这是伟大创意诞生最理想的环境之一。

DM : 说说您目前的东家B-Reel吧。作为一家公认为是最顶尖却又极其低调的创意制作公司,B-Reel对你来说,拥有些什么独特的魅力吸引你加入? 它与其他创意制作公司有些什么明显的差异性?

Riccardo: B-Reel真正让我感到震撼的是公司从上到下拥有一个非常正确的公司理念和志向,在B -Reel, 人们对于成功有一番全新的定义和看法,大家都在不断地尝试着跳脱一些所谓的刻板定式,用自己认为的对的可行的方法去实现着一个又一个出人意料的巨大成就。这家公司最大的特色和优势就是拥有一群拥有非常多元化技能的人才,并且能够具有很不错的机制,把各种多元的技能很好地结合在一起。公司具有很开放,包容的文化,每个个人都拥有自己的空间,研究着自己感兴趣的新玩意,同时,在面对项目和工作的时候,每一个人都能很好地融入团队,与其他团队成员相互协作。这些都是B-Reel吸引我的原因。

 

DM: 在B-Reel公司的网站里,有一个非常有趣并且奇特的页面,上面罗列着一系列Mission Impossible . 每一个巅峰任务,都指向一个B-Reel 团队曾经创造的优秀的广告项目作品。这种方式让我们产生了极大的兴趣,这一条条任务的背后究竟有着什么故事和用意呢?

B-Reel To Do List URL: http://www.b-reel.com/todo/

Riccardo:  2011年,Adage邀请我们参加了一个圆桌讨论会议 Perfect Storm Integration Roundtable Discussion ,聚焦的话题是整合营销广告行业的未来趋势。当时我们写了一篇文章叫做 “ Producing Impossible ” ,在那篇文章中,很好地阐述了关于B -Reel对于广告行业的观点和看法。

(此文内容非常精湛,对于新型的整合型数字广告行业与协作方式有一个非常具有启发性的洞见,互动中国会在随后的时间内与大家分享此文的中文译文)

我们把过去几年公司所完成的项目都以任务的方式列出。每一个项目,其实都意味着一个任务挑战,一个动因,或者其他的目标,我们把每一个项目所包含的背后的任务和挑战依次罗列出来,把每个项目背后看起来最似乎不可能完成的一条任务提取出来,作为该项目的索引,这不仅是为了看起来有趣,也是让所有B -Reel团队的成员能够看到,自己曾经完成了多么令人骄傲的伟大的项目。这能给予团队强大的信念和力量。

在B-Reel工作最令人享受的就是有机会能够接触到最前沿最创新的工作内容,在B -Reel,我们对于各种新技术体验形式和人机交互新的方式充满兴趣和好奇,我们甚至本能似地热衷于将新技术与各种各样领域技能相互结合交叉起来,去探索一切新的可能性。

 

DM: B-Reel无论是从从作品到每一个公司成员丰富而独特的经历来看,都让人无法不对这家创意制作公司产生极大的好奇与向往。无疑这是一个伟大创意实现的最佳制造工厂,更是无限新兴创意的孵化地。究竟这是怎样的一个环境,让这家公司如此卓越,培养出如此众多优秀却独特的人才,创造出一流却绝不从善如流的作品的?

Riccardo: 是的,我认为环境对于创意具有关键性的影响,只有在一个对创意具有极大开放性,包容性,的环境正,人们才会愿意或者受到激励去探索各种新的可能性。只有在这样一种环境中,人们才会发自内心地相信,不可能的事情随时都会发生。

培养伟大创意最完美的环境,在我看来,应该是能够聚集一群拥有各种各样不同背景,不同学科知识体系与技能的人才,聚集在一起相互合作,发生交叉与结合,一个个聚集着各种不同技能人才的小型团队,大家面对一个共同的任务和目标,项目贡献出自己的知识与技能,与他人的技能与知识相互交换,相互结合,这是伟大创意诞生最理想的环境之一,因为,在这里,人与人之间彼此收获新的知识,共同创造和探索新的火花与可能性,这是学科知识与商业实践得以充分结合的最佳试验地和探索之地。

此外,我还认为,优秀创意和灵感与自己的心境和心态也极为相关, 与你所生活的城市和个人生活的圈子,空间也密不可分。

 

DM:还记得B-Reel最近非常火的一个项目吗, Mind Scalextric,脑控赛车。这个项目不仅引起了互动广告创意界的极大关注,更在科技界引起了不小的反响,更有络绎不绝的品牌主们前来表示对这一项目的极大兴趣,纷纷表示希望将这个点子应用在品牌产品的营销体验之中。 这个项目背后的故事究竟是什么呢?

Riccardo: Mind Scalextric是一个我们内部的研发项目,创意就是让大脑的意念来操控赛车。说起来很简单。但是需要玩家思维集中,越集中,则赛车就能跑得越快。这是一个很典型的结合新技术和创意的例子,其实在我看来,任何新的技术一旦付诸于实践,都会变成非常有意思的创意。

这个创意其实就是源自于我平时胡思乱想想到的一个IDEA,当我看书的时候,旅游的时候,学习的时候,都会一边记录信息,思维也会随之高度运转,获得启发。这是一种非常奇妙的连结,大脑,想法,看到的,写的字,真实世界的反馈⋯⋯所以我专门去了解了一下关于EEG 脑电神经成像/也就是脑电图方面的东西,我发现其实已经有不少关于脑波控制方面的玩具在市场上卖了。那时候我正好在日本工作 业务时间就研究那些玩意儿,然后来B-REEL,我把自己做的这些小研究小玩意儿都分享给了这里的同事,没想到大家都非常有兴趣,大家就开始在工作时间里抽出一小部分时间,专门聚集在一块儿做做实验,搞点小玩意儿,然后就诞生了这个脑波控制赛车游戏的装置。不要刻意地去逼自己想什么新点子,只有思维处于随意放松的状态,你脑子里的各种信息才能得到充分的汇聚和整合,各种不同的信息点相互结合起来,不断帮助你获得新的出乎意料的灵感.

这个概念的主旨是为了展现平时我们还没有想到过的,关于人们思维与真实世界之间联系的可能性。我一直坚持认为,我所做的不过是告诉人们,通过数字化科技和新技术,人们可以更好地与真实的美好世界产生更多互动与联系。 让生活变得更加亲近。

关于工作原理,可以参见维基百科的EEG 脑电图技术原理知识。基本上就是一个装置可以读取大脑神经运作的相关数据,然后直接将数据与计算机相联,形成一系列指令,然后设计一下程序,让这些指令直接控制和操作赛车。就是这样。

能想到这样的点子其实只是因为我曾经学过一些电子设备和编程方面的知识,所以想到这样的点子,如果对这两门学科完全没意识的话,要想到这样的创意的确是有点困难。其实这类技术早就已经存在了,对于科学研究者来说,是非常小儿科的东西,但是技术在那里就在那里了,如果不想办法应用起来,让人们从一种轻松新鲜有趣的方式来体会、认识这些技术,那永远就不可能真正地产生什么结合。科研人员不会想到把自己的新技术应用到传播与沟通创意方面,而对于我们这样从事数字广告工作的人士来说,了解得越多,就能做出越多连自己都想不到的好东西,和前所未有的可能性来。

 

Chapter 3:

今天,大家所生活的信息时代看起来丰富,却是高度重合和重复的。大家看的都是那么几个同样的Video, 阅读到的也就是那些几条同样的新闻,转来转去。说真的,这对于创意,多元化的思维并不会有太大的好处,反而还有负面的影响。 每个人其实都应该尽可能地寻找一些独特的资源,帮助自己寻找灵感。

DM:分享一下您每天必上的三个网站吧

Riccardo: 这个真的要说出来可能还真的挺无聊的,哈哈哈,我每天都会使用的就这么三个网站:Gmail,主要是查收邮件; Facebook,与好朋友们保持联系; Google Maps , 帮助我在城市里生活出行所需。

DM:列举几个平时帮助你寻找创意灵感的好地方、或者好的办法吧

Riccardo: 说实在的,今天,大家所生活的信息时代看起来丰富,却是高度重合和重复的。大家看的都是那么几个同样的Video, 阅读到的也就是那些几条同样的新闻,转来转去。说真的,这对于创意,多元化的思维并不会有太大的好处,反而还有负面的影响。

每个人其实都应该尽可能地寻找一些独特的资源,帮助自己寻找灵感。

就我个人来说,我一直有意识地避免自己长时间接受来自固定资讯源的内容,而是会让自己尽可能地看各种不同领域的书,不同主题的,不同内容的,小说,散文,科学,技术等等。尽可能多元一些。

另外,我要和大家推荐Khan Academy MIT OpenCourseWare 这两个网站,在那里或许可以找到非常丰富的不错的创意和灵感资讯。

此外,我想说,保持好奇心,保持思维的开放,不断寻找独特的多元的灵感源泉和学习资源。尽可能地多多接触不同的文化,试着站在他人的角度去理解各种不同的观点,多多旅游。发现任何不懂的,不太明白的东西,千万别羞涩,尽可能地提出各种问题去搞懂它。

 

DM: 最后,说说您心里对于中国的印象吧!

很遗憾我还没有机会来到中国。不过,我倒是认识一些来自中国的朋友,从他们身上,我了解到中国是一个充满迷人色彩,拥有丰富多元文化的国土,悠久伟大的历史,极速奔跑着的发展,以及令所有人都难以想象的未来潜力。我希望有机会的话可以去中国看一看,多多结实更多来自中国的志同道合的朋友们。

 

Riccardo Giraldi更多作品:

MSI – Simple Machines


EELS Project

Lipton Exclusive Collection

Fedex Experience

更多作品请见:http://www.riccardogiraldi.com/projects
Riccardo Giraldi博客:http://www.riccardogiraldi.com/
B-Reel: http://www.b-reel.com/

 

 

****************************************

English Version: Interview to Mr. Riccardo Giraldi, Creative Director of B-Reel.

DM: Hi, Mr. Riccardo, Thanks for talking with us

Before this interview, we tried to find as many introductions & Information about you and B-Reel as possible, there is one introduction about you impressed us a lot:

“He started his career playing with Lego and is not sure how he ended up working in the digital industry. Over the years Riccardo developed a strong geek accent and found wild satisfaction in watching his ideas quickly coming to life thanks to computers and the Internet. Riccardo loves getting his left and right brain hemispheres to work together…“

Then Please introduce yourself briefly too us in your won way please.

Riccardo: Since I was a child I’ve always wanted to understand how things work and then tweak them to create new things in my own way – I am from the lucky generation of children who played with the proper Lego bricks and had to learn pascal just to have fun with a computer.

One of the things I enjoy the most is the feeling of create something new and offer solutions to everyday problems.
My main interests at the moment are Interaction Design and Human Computer Interaction. But I do enjoy many other things that span from physics to psychology and creativity, in all its form. You can call it design, illustration, cinema, photography. They are all my passions.

 

Chapter 1.

In history we (humans) have always decided to adopt new technologies to accommodate our lives…We have many tools and objects that we use daily to make our life easier.
But it takes time to create something that really makes a difference. Usually, at the beginning, new technologies come with a cost, they add something but also take something away from us, they and require a certain level of assistance to properly work.

DM: It is told on your blog that you have been once designed and developed a touch screen application with an extremely intuitive interface… Actually, we are highly interested in that application. Will you share with us more about that works?

Riccardo: Here is the project:

URL:http://www.riccardogiraldi.com/artefatti-digitali-interattivi.html

““Interactive Digital Artworks for cultural heritage development” is the title of my University Dissertation for the Science Bachelor in Industrial Design which I discussed with my colleague Elena Lombardi in 2006.

At the Excellence Center on Media Integration and Communication as Interaction Designer I studied and developed a multi-environment application for the museum of Montalfonso in Lucca.

The ideas and lessons of A. Cooper in his “The Inmates Are Running the Asylum” book and D. Norman’s “The Design of Everyday Things” are the main references for this project where we focused on the UX design and the interaction design, running several usability tests and getting some important feedback that helped enormously to improve the application.”

It looks very old to me now, it was 2006. It’s an application meant to live in a museum in Lucca, Italy, to help people finding relevant information about the area surrounding the museum. The interesting fact is that this came before any iPhone or touch interfaces as we know them now. The hardware was not very good, but if you think of the software we developed and the metaphors we used for people to interact, they were quite innovative and surprisingly in line with what we have today. I remember we had a sort of book which page you could flip swiping your fingers on the screen. A very similar interaction to what we are used today with iBooks and similar applications.

DM: Regarding the touch interaction technology, many big enterprises like Microsoft, is creating us a beautiful and ideal future , consists of touch-screen computers everywhere in daily life. Many people believe that it will be our future … how do you think about that? Is that kind of Human Computer interaction is ideal to you? If not, what is the most ideal interaction for Human Computers in the future in your opinion?

Riccardo: It is always hard to make predictions, but I believe we’ll live a phase where all the things we learned from the digital space will be taken out of their screens and will be applied to the real world. We’ll reach a better integration where the dynamism of digital experiences we’ll contribute to create better experiences in the real world. The predicted Internet of Things is happening and will have be more and more relevant in our daily life.

DM: Since you are especially interested in the Human Computer Interaction (HCI), what it has to attract you so much? What do you think the relationship between new technology (human interaction esp. ) and creativity, design, communication ? What will be the way to connect them in order to make impact?

Riccardo: In history we (humans) have always decided to adopt new technologies to accommodate our lives. We use weapons to hunt better, clothes to stay warmer and car to move faster. We have many tools and objects that we use daily to make our life easier.

But it takes time to create something that really makes a difference. Usually, at the beginning, new technologies come with a cost, they add something but also take something away from us, they and require a certain level of assistance to properly work.

Nowadays we see lot of technologies that surprise us, that have a lot of potential, but often they require a lot of effort on our side.

For example computers are a relatively new technology. Sometimes they do not work, and usually we need to sit in front of them for hours to use them. This is not ideal. Sitting in front of a screen for hours is not fun. There is still of work that can be done, and there are a lot of opportunities for us to take advantage of the power these new technologies.

We should bend technologies to help us in our everyday life and catch all the opportunities that they can offer, and not change our habits depending on they technologies we use. Defining these behaviours and interactions something that really interests me but that requires a combination of many skills and a lot of creativity.

DMAs far as we know, you majored in industrial design at school, being worked as an designer for some time, then transferred into a developer, then fond of technology, then to the electronics engineering, then working on R&D projects at B-Reel London… What are you seeking for in the digital industry? Describe us about your experiences and dreams please.

Riccardo: It’s true, I covered different roles over the years in my attempt of learning as much as possible about what I love. Unfortunately I keep falling in love with new disciplines and I wonder if this will ever come to an end.

I get satisfaction from watching my ideas coming to life. I like the feeling of innovating and solving problems to make something better. Working with digital tools is very good also because of the immediate response you get. At the same time, I miss creating tangible experiences that involve more sense than just your sight and hearing. That’s why I always try to push to create something more integrated with the real world.

Another great advantage of working in the digital industry at the edge with the latest technologies is that we have the unique chance to easily define innovative experiences and solutions that have never been explored before.

But the more time passes, the more everything feels connected and part of the same puzzle. Electronics, psychology, mathematics, robotics, biology, product design, I wish I had the time (well, the money!) to study just a little bit of all of them.

My dream is to learn as much as possible in different fields to be able to come back one day to my hometown in the countryside of Tuscany and open a research and innovation lab which combines education and work to create great products and to give space to the many talents there which today do not find many opportunities.

DM: You have been working in different companies, all of which is top agencies and studio like unit 9; and for different job specifications, including being the founder of Officina Creativa . Do you think the path of your career is just randomly organized by your interests, or is there any hidden rules on how it happened and will happen to you?

Riccardo: I consider myself very lucky for all the opportunities I’ve been given so far. I’m following my interests and it feels that they are leading to good places. So I think I’ll keep on following what I love and see where this leads every day.

Chapter 2.

The dream incubator in my opinion is a place which brings together people with very different backgrounds and set of skills. Small groups of talented people with a pro active mentality spending time together in a beautiful space focusing on specific subjects. Ideally it’s an environment that combines education with work.

DM: What are the character / uniqueness B-Reel has that set itself apart from other top production companies ? And, since it is a production company, what do you think is the major difference and advantage when comparing to the agencies( like 4A)?

Riccardo: B-Reel really surprises me for its great mentality and determination to succeed. There are about 100 very, very, talented people from all around the world working together to create something excellent every day. One of the main strengths is the ability to combine different skills and tackle every sort of problem with an open and positive mentality, involving every member of the team in a very collaborative structure.

DM:There is an interesting web page, basically, it is a to-do list with funny tasks to introduce the projects B-Reel had. Can you introduce us what is that list woks for?

Riccardo: In 2011 we’ve been involved in a roundtable discussion organized by AdAge where we focused on the future of integrated advertisement. On top of that we wrote an article titled “Producing the Impossible” where we further explained B-Reel’s vision and approach on that subject.

The to-do list was part of the article. It is a list of projects we did at B-Reel in the past few years. The projects have all something in common: they are challenges that, for a reason or another, seemed to be impossible to produce in first place, but we made them happen and we are really proud of the result!
It’s a great feeling to be able to innovate and work at the edge of what is possible today. Offering people new experiences, new forms of interaction, and connect them with technologies they didn’t have any opportunity to be exposed to yet.

****
Some links
http://www.campaignlive.co.uk/news/1107903/Perfect-Storm-Integration-roundtable-discussion/
http://www.campaignlive.co.uk/news/1107905/Producing-impossible/

DM:B-Reel is a great environment for bringing up with the best creativities and ideas, with the most talented team to work with, the inspirational working philosophy; company culture, etc. My next question is, that does great creativity needs a great environment? What kind of environment would be the dream incubation for creativity in your mind?

Riccardo: Yes I believe that the environment makes a difference. You need to be in a positive open-minded environment where you feel like you are supported and where you feel that everything could happen.

The dream incubator in my opinion is a place which brings together people with very different backgrounds and set of skills. Small groups of talented people with a pro active mentality spending time together in a beautiful space focusing on specific subjects. Ideally it’s an environment that combines education with work.

Also I believe that good ideas and intuitions come when you have the right state of mind. The city where you live and your personal life are very important too.

DM: Introduce us briefly to the project “ Mind Scalextric”, how the idea coming out, what is the story behind it? How it is worked out till now? Can you explain how you developed your design process?

Riccardo: Mind Scalextric is an R&D project which let you control a slot car using your mind. Simply put, the more you concentrate, and the quicker the car goes.

It’s a combination of several technologies glued together to create a seamless experience that connects the real world with some interesting digital technologies.

The idea came as an association of many thoughts. When you read, travel, study, you get inspired and record information. Eventually, when you less expect, all you gathered help you to form the basis of your next idea. In this case I read about the progresses of EEG technologies and with a bit of research I found some consumer devices available for sale. Also I spent some time in Japan and I was amazed by the use of technologies in arcades. This and many more situations contributed to develop an idea that eventually I felt the need to demonstrate creating a proof of concept.

The concept is to create an experience that goes beyond the same margin of the screen and demonstrate how easy can be today to use all we learned so far in the digital space to give new life and dynamism to our old, good, tangible world.
Slot cars are an example of game that I used to love, but which interaction was not appealing me anymore.
So the idea is simple, can you control a slot car track using your mind? After a bit of research I realised that we have all the components we need to make it happen.

Here is how it works: a EEG (http://en.wikipedia.org/wiki/Electroencephalography) reader device capture the signals and send it to the computer via Bluetooth. A program written in Processing converts these signals and visualise them on screen before sending them to an Arduino Uno board. This converts the digital signal to an analog one using PWM (http://en.wikipedia.org/wiki/Pulse-width_modulation). A custom electronic circuit sits on top of Arduino is connected to the track and, using the analog signal, replaces the typical slot car controller.

All of this could sound complicated if you are not familiar with electronics and programming, but it is in fact quite simple. The technologies exist already and it is all a matter of making them talk together. Nowadays with a bit of research and testing it is possible to create prototypes that demonstrates new possibilities and help triggering people imagination.

Chapter 3.

We are living in a period where we are over-exposed to personalized information. We are all looking at the same videos and reading the same news. This is not good for creativity.
Stay curious and open minded. Find inspiration from unique resources.

DM: List 3 websites that you login every day.

Riccardo: This might sound boring, but reality is that the websites I visit the most are probably Gmail from my e-mails, Facebook to stay in touch with my friends from all around the world, and Google Maps to find my way around the cities.

DM: List 3 places (websites, communities, apps. outdoors.) that you would refer to for inspirations;

Riccardo: We are living in a period where we are over-exposed to personalized information. We are all looking at the same videos and reading the same news. This is not good for creativity. Diversity is good. everybody should look for some unique resources of inspiration that go beyond what get offered to you online.

I try not to follow specific websites but read lots of books covering different subjects.

Also the Khan Academy and the MIT OpenCourseWare are a great resource to learn and get inspired.

DM: Suggest 3 ways for find / Keeping the best creativity.

Riccardo: Stay curious and open minded. Find inspiration from unique resources. Try to absorb as much as you can from other cultures and make an effort to understand others point of views. Travel a lot and when you don’t understand something, make a lot of questions.

 

DM:Last one, what is your impression of China? Shortly

Riccardo: For me it is hard to give an impression of China because I’ve never had the chance to visit the country. Luckily I have many Chinese friends thanks to which I understand that China has a very fascinating and rich culture, with an incredible history and a very promising future. I hope I’ll have the opportunity to learn more about it in first person very soon.

It has been a privilege. Thanks!

 

*******************************************************

Extend Reading 延伸阅读:

互动中国专访:“不从善如流”数字创意制造业的新生态——创意制造工场B-Reel全球团队成员专访

 


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