Computerlove™

June 24th, 2008

Interview / Masa

Hi, Miguel, define me MASA in some words.
MASA is a graphic playground that focuses in Art direction.

Are you still 3 in your studio or have you evolved since? Do you want to keep little sized?
No, MASA has really evolved through the years. It was founded in 1997 while still studying design at Pro Diseño Communication School.

MASA started as a duo, then we grew up, and became 3, then 6 individuals.
Since January 2005 I decided to move on: now MASA is just me
I expand or contract MASA with the need of the projects. I do all the processes via e-mail, ichat and video chat.
I only work for 2 clients in Venezuela…The rest of my clients and projects are located in Germany, L.A, Amsterdam, Brazil, NYC and Japan.

How did you choose your collaborators in the studio?
Based on complementary skills. It helps to communicate the ideas in a better and you get a stronger result for sure. Also, by letting all the collaborators do what they really love and do the best: different talents for specific tasks.

How is visual creativity going on in Venezuela?
There’re interesting individuals and some small studios, but most of them are working for local Agencies. The best ones are, unfortunately, living overseas in US and Europe. They decided to left the country and find a better way of living.

Was it difficult to create the studio in your country? How did you manage to get the clients?
When MASA started I never really thought about it. I just wanted to create new things, hang out with my friends and keep doing… Very much like a rock BAND motto.

Before I graduated I was already doing internships and involved with some clients.
MASA released some stickers, and we began to tag the streets and right away got noticed. The clients started to come and ask for work. There is still many things to do and space for new styles and approach to clients…
If you deliver a fresh result there’s always an open space for you.

When, according to you, did Masa make “the” step further?
Definitely when I decided to do a book about contemporary design in Latin-America.
It was the “LATINO” book project.
It has always been important for me to show and encourage people about the Latin American design scene… So 3 months later Die Gestalten Verlag got interested in it. I received a great international exposure with it.

From there many good things happened and I have been lucky enough to be invited and involve in many awesome projects, such as FOX Hotel, NIKE football Personalities, Exhibitions, conferences and publications, etc…

What is your typical journey in the studio?
From bed to The Living Room

What is your working material and what software are you using?
I use anything that helps me visualizing an idea. Sketch book, digital Camera, pencils markers… I also kept 3 years just using non-digital procedures to find out different approaches and finalize the results in every work. That time was awesome.

For the Software: Illustrator, because I love to play over and over to do new shapes, that may become a LOGO or a Display FONT. I also use Photoshop, After Effects…

What is good design for you?
A good idea transformed into a BOLD image. Something that feels perfect when you see it for the very first time. Nothing to say or to add!

What is creativity? Do you think that everyone can be creative?
I think that anyone can be creative in his/her own way, it is all about how you will resolve the problems. Anyone can come with a different approach for a common
Idea…Sometimes it can surprise you because it can happen in the most difficult daily situations. That’s life ;)

Can you explain us your steps your so called creative steps?
First I hear or read the Title or the Brief. Right up I start visualising basic forms and concepts. Then I can write down a list of items and references that may suit in any given way the project.
These items could be related or not at all (colours, words, textures, materials,…)
Then, I start sketching in paper or directly in Illustrator.

After that, I leave the work so that it incubates for some days. Therefore I can see it with fresh eyes and keep it in the direction that I like. With this, I reinforce it or delete it.
In this process, I focus on the work as the final consumer.

It can take a few hours, or take some weeks.
This implies shifting between different projects at the same time. But I like it.
The most important to me is to do it as if it was my own project.

Your reputation is to deliver strong works and fresh ideas. Where are you getting the inspiration for your works?
My surroundings are my prime inspiration… Every possible local, popular and
Folkloric influences are attractive. My own Latin American references are also an influence. Possibly everything that is far away from the design scene.

What keeps you going everyday? And what are you doing if you feel a little bit dried out?
Being so lucky of doing what I love everyday and getting paid for it keeps me rocking. If I get stopped… Then I try to step back and remember why I’m so lucky after all, and try a different approach for the idea.

Are you browsing web communities?
I try not to browse new trends. That’s a fact! I have been a fan of LOUNGE 72 because of the interviews of new and talented people like Jacob Printzlau (PlasticKid) he's one of my best friends. If you are reading this Jacob: a big kiss to LINUS!

I also do that because of the content of so call web communities, that only post and steal the same stuff from others. But it is good to read interviews, see the profiles, and look what others look like… It’s a good way to know other creative around the world.

I also like Newstoday, and Illustration Mundo. They’re bringing a lot of feedback and services to the design community.
They clearly evolved in a different way that just another design ezine. And the design scene needs good web communities that offers good content, not just links.

How important is human contact for you in this job?
In fact, it is very important. It is all about keeping good communication between people.

Designers are producing lots of work, often more than needed…. At the end, nobody really says if they like it or not... So the contact with real clients who want to seduce a final consumer is very essential… It’s vital to hear if they like what you’ve done so far.

These days I’m more working with people in Venezuela in and out the computer
So I can do more meetings and video chat as well to discuss all Masa Projects.

What are you able to refuse?
A bad or Sellout idea. Something that I don’t really believe in. Saying NO is sometimes very difficult but you have to do it.

What are you making with your money?
Saving & Investing. Surely more travels. I want to know more people and places, and invest it with personal projects (like my Clothing line, a Small Shop called buga-buga).

Each of you, give us your tombstone epitaph!
IN MASA WE TRUST

Related link
Masa's Web Site