To keep his creative juices flowing Daniel keeps moving; different workspaces every day, change of routine, work at home, in cafes, on the beach, wherever he goes. He also cooks; there is a lot of design in the kitchen, ingredients, colors, flavors and textures.

 

Daniel’s most recent piece of creative work was The Fit Poster, the idea was to create a creative poster to promote personalized training services to attract new clients to the program.
 
1. What was your first experience with the world of advertising?

 

I started by engraving trophies and aluminum and wood plaques in the "National Trophy Factory".  There, I had to redraw 10 to 20 logos per day and then print them, since they seldom send editable logos. I think that's where my interest in logos and communication began, as I redrew many iconic logos and started looking for retro advertising spots to see how to learn a little more about the history of brands.

 

 

Yes, I was struck by a small and independent agency called "La Argolla" that played a lot with absurd humor, with a lot of influence from Argentine and Dutch advertising. Years later I was part of that group of talented people along with Giovanni Bulgarelli, Carla Previsani, Brian Maynar, Huelander Escalante, where in other projects and agencies we shared many personal and work things, they were very fun and inspiring years, where we won all the awards that we could win. A great team.
 
3. What lesson or advice would you have liked to have earlier in your career?
 
I think I really liked learning along the way, I love making mistakes while exploring, I like to lose myself, and through accidents in conceptualization, see how an idea flourishes, how many times wonderful things happen by accident. So I think I was very lucky to have close people who helped me, advised me on time and guided me in such a way that I always had advice at hand.
 
4. As an art director who has won over 40 international awards at advertising festivals, is there any work that you are particularly proud of?

Costa Risa, is a project that we worked on in 2012. It was a campaign that we developed in less than 72 hours; they were hours of sacrifice, of not sleeping, of very hard teamwork. It was a very strong announcement for Costa Rican society, at a time when the government wanted to pass an unfair tax law for the people. Then a group of businessmen sought us out to generate a strong, irreverent but sincere campaign. I think it is an idea that I participated in that meets those requirements of a good product: Real, sincere and causes some emotion.

 

 

 

To be a company that builds solid brands, providing services worldwide in the medium term. Today we work with clients internationally and we want to expand the market in other continents. At Gitanos we always seek to generate high-level work, from Central America to the world. They always tell us that our work does not seem from Costa Rica.

 

 

Session is an undertaking by a good friend who owns the Crossfit Box where I train.  Due to the pandemic crisis, one day he told me that he had an idea to start a new project, providing nutrition services and personal training that would make clients conscious of creating personalized goals and objectives.

 

We helped create the logo that is inspired by the percentage symbol, since generally in the subject of training many things are measured in percentages.

 

Then we thought it would be good to creatively communicate the service and make a poster that had a strong and clean visual impact. An important part of a good workout and plan is the abdomen or "Core" so we thought to generate an experiment with high relief to communicate the benefits of the personal training plan.

 

         

7. What is the feeling in the industry in Costa Rica right now?
 
We are in a moment of generating functional and global ideas. The industry has evolved a lot in recent years and we see real ideas stand out at festivals, but more importantly, standing out on the street, with better thought out ideas, with successful productions.

 

 

 

WHAT HAPPENED BETWEEN THEN AND NOW
Creative LIAisons Alumni Satoshi Otsuka and Alvaro Soto tell us their stories