Welcome Crush fans! It’s time to introduce our next standout creative, Andres D’Aleman. Andres is an Interactive Art Director with several years of experience in the interactive world. He has worked for Proactiv, Mitsubishi, Walmart.com, LucasArts and Greenpeace.com as well as advertisement agencies like The Cimarron Group, The Traffic Agency and AddWater2. His interactive achievements have been recognized by PageCrush, the American Design Awards, The FWA, Adode and others.
With this said, we’d like to encourage you to read on as PageCrush learns more about Andres and his creative background and enthusiasm.
Q. Where are you located?
Los Angeles, CA, USA
Q. What brought you where you are today?
After I graduated from university in fine arts I lived in San Francisco. That was in the middle of the dot-com boom, so it was natural for me to venture into web design. Even today, I get an amazing feeling of discovery and excitement from learning new technologies and watching the web change and grow so quickly.
Q. Where do you see the web going in the next 10 years?
I see the web growing in different areas than your computer, like your smart phone. We are still in an infant stage – you go to your computer the “big machine,” and connect to internet thru DSL, but smart phones and tablets are changing all that. They are always connected, they are in your pocket, they know where you are so they can provide relevant and immediate information. And their prices will be dropping as more companies get into that market they’ll be in everybody’s hands.
Q. What is your biggest project(s) to date?
I’ve had the opportunity to work with big names like Walmart.com, LucasArts and Mitsubishi, but my biggest project is the one where I can make a difference. Being part of ”Thin Ice” project by Green Peace was a very gratifying experience.
Q. How did you obtain such name brand clients?
I was lucky enough to be in the interactive world’s mecca: San Francisco at the end of the 90’s and the beginning of the 2000’s. It was an amazing time and an amazing city. We really were changing the world. It was referred to as the new economy, which it still is in a way, the books The Element by Sir Ken Robison and The Outliers by Malcolm Gladwell touch on this point. Besides being in the right place at the right time I do 100% of what I can for that company that I really want, and don’t pay attention to rejection, move forward every time.
Q. Do you market yourself, or is it mainly word of mouth and in your experience what is more efficient?
It is really amazing what word of mouth will do for you, but also good work ethics – that is what people talk about even more than actual work sometimes. No matter what stage of your career you are at the “human factor” will never change. You need to be good with the people you work for and the people you work with. Also I do a lots of work when it comes to self promotion. For example for “Creative Fellow” the agencies I approach will get a magic 8 ball in a very special box I’ve designed. The resume and business card are equally important. When you meet in person, you should live up to the experience and expectations from your web portfolio.
Q. What gives you the most inspiration?
This may sound like a cliché, but nature gives me great inspiration. Going hiking a spiritual experience for me. It’s a good time to quiet your mind and see with more clarity. I also find inspiring creative work all over the web, and I’m especially a fan of Brazilian and Dutch web design.
Q. In addition to hiking, have you ever traveled for your work?
Traveling is one of my biggest passions. I grew up always moving or visiting to other countries. I’ve always considered myself a citizen of the world, from the Caribbean Ocean to the Black Forest there is so much beauty everywhere you go.
Q. What are your toughest challenges?
Gaining trust and recognition about the great value of creative work from people who aren’t familiar with our process. It is challenging to educate some clients about what we do.
Q. Any advice you’d like to leave inspired artists and designers with?
We know by working with different clients and companies that everybody is and art director or a designer. Most designers take offense at this, but we need to embrace it and see that you are the expert and you have a partner in that client. They have strong opinions because they care and it’s our job to keep producing good creative. It’s not matter of “make that logo bigger” but what we want to transmit and represent.
Q. Is there anything else you’d like to share that was not covered above?
As designers and humans we have the power of create. We can make fantastic art that can change feelings and produce better experiences. In my career, like that of many designers, I have to deal with a lot of BS, but settling for mediocrity is the worst we can do. I’ve seen many designers that don’t really care about what they create and go for the quick sale. But agencies like Chiat, Widen & Kennedy or Crispin Porter and Bogusky -find success because they care; they don’t just sell the product, they sell a sensation, a feeling, a life style bigger that just a brand.
PageCrush would like to say:
Andres, your work is completely based on talent and inspiration. Keep the creative rolling! It has been a pleasure to have you aboard for this review. PageCrush thanks you for your time and dedication.
To view more of Andres D’Aleman ‘s work, please visit: http://creativefellow.com or view his featured site right within the PageCrush archives.
Additional links to Andres’s work can be found at:
http://proactiv.com
http://mitsubishicars.com
