Ricardo Alfonso [ricardophoto]
How and why did you begin to be creative?
I have always been creative. My dad said my curiosity had no limits and he usually gave me toys and things to break apart and reassemble in different ways. I often find connections between things, concepts, ideas and have a lot of fun doing it.
Your mind is your work tool. How do you take care of it?
By exercising mind and body. The more things you challenge your mind with, the more connections it makes.
How do you avoid repeating yourself, or falling into formula? How do you stay fresh?
Practice, practice, practice.
Do you have a ritual like retiring to a lonely place from time to time to cleanse your mind?
I usually go for a walk with my dog or cook. I try to concentrate a lot on simple things to take my mind away from professional challenges.
What cultural sources do you draw from the most?
Mostly western hemisphere art forms but recently I am more and more interested in middle eastern and asian art.
Who have your teachers been?
I owe a lot to so many teachers and mentors and to so many people I have learnt things from. It is a very long list of people.
When you accept a job, how much value do you place on each of the following? Money, creative liberty, visibility, and to work with the best.
Being free to create and able to learn while doing it to me is the most important. Money and visibility are nice, too, but not as important.
Have you ever had a job that was so stimulating that you could not get your mind off of it?
I worry a lot when my job is not stimulating like that.
"To give birth to ideas." Is this only an expression, or are there really parallels between giving birth and creativity?
Ideas are the result of human curiosity and the need to explain the universe, not a spontaneous combination of genes. Although ideas seem to live outside their creators and sometimes they feel like our own children.
Does spirituality contribute to your creativity?
It is possible to fall in love with a bad idea simply because it is yours. How do you avoid this?
I ty to keep a very open mind even about my own ideas. Experience - mine and others - is generally a good judge.
Must someone be the leader or boss in order for a creative team to function well?
Yes, I think it is very important.
Declaration: With what person or business would you like to work?
I would like to work with a creative company in a rapidly growing industry.
What criteria do you use when selecting someone to be a part of your creative team?
Someone I can learn from and collaborate with.
The armchair psychologist: Is creativity an act of rebellion for you?
No, it is to me as natural and as part of my life as breathing.
What is the best advertisement you've seen recently?
The "I'm a mac, I'm a PC" campaign.
Do you work well under pressure?
What city in the world currently attracts you due to its creative environment?
How is an idea sold?
Clarity, hard work and luck.
What do you feel when, after two or three years, you see an idea of yours again?
It makes me smile, like when you see an old friend.
Ideas can come simultaneously to different people in different places with no connection to one another. How do you explain this phenomenon?
It's a very small world.
You are as good as your last idea. Wouldn't you like to have a more secure type of work?
And miss all the adventure?