While still in college studying advertising it was my passion for music and pop culture that naturally drove me to digital. I wanted to connect with people who shared the same interests. I wanted a place where, instead of relying on "centralized, corporate driven media" to feed us, we could interact directly with one another. So I started exploring the tools of the trade and created a collaborative website where anyone could be a critic.

As the project grew and the importance of the internet couldn't be ignored by record companies, publishers and movie studios anymore, I got more free records, concert/movie tickets and books than I could handle, which made my friends very happy. It also provided me with interesting experiences like staying up for 3 days while following Jack White around Rio/Sao Paulo, photographing New Order, interviewing members of the Arcade Fire and almost getting sued by George Lucas for writing a not so favorable review of Episode III (and uploading it a few hours after a press screening).

All that played an important part on landing me a job on the largest interactive agency in Brazil (the fact I was trying my hand at digital for some time helped as well). I am currently based in London - UK, working on ideas that people can appropriate and make something of their own. I happen to find brands with personality a great platform to reach these people, and that's why I love working with them.

Specialties:
I enjoy being a generalist, being a specialist is boring. I spend my time on creative and art direction, understanding people, talking and listening, scavenging the internet in search of weird and wonderful stuff, discovering new music, influencing pop culture.


Say Hello! hello@ricardoguimaraes.co.uk

Other sites: Digital Zeitgeist - Technology, design, art, music and other mementos of the digital generation.

Partners on the journey include: