As a graphic designer and photographer during my life, I had
the opportunity to develop my sense of observation. I spent many
hours taking pictures and thinking about how to make innovations
in the artistic field.
I began to work in this area 13 years ago while I was studying
in Barcelona for my career in Graphic Design. Back in those days,
I used to experiment with my classmate, Ramon, with ways of capturing
all kinds of strange pictures. I remember one particular night
taking shots without the flash and allowing a long exposure time
from the window of my car while it was moving; the result was
I began to work during my second year of studies. My first job
was as the assistant to a graphic designer in a tiny studio, where
I worked long hours without pay, but learned all of the tricks
of the trade. The part of my work I liked best at that time was
creating new logos, and I remember hating transfering those
letters (called "letraset"), since there were no computers
and I had to do it all manually.
Two years later, I was given the opportunity to run the publicity
photo department and be a part of the creative team at a local
advertising agency in Barcelona. This was a big responsibility
for me, as all work relating to photography in any way fell under
my attention. I must confess that, at first, I was scared.
My first photo session, when I had to take pictures advertising
some clothes-dying product, was a huge disaster. A female model
came from Mallorca and I nervously began the session. Once I had
finished, I went immediately to develop the rolls, and...all of
the pictures came out dark! I couldn't believe it. You can imagine
what my new boss's reaction would have been if he caught sight
of the ruined photos. To avoid this possibility, I ran to the
airport, hoping the model had not yet left and that she wouldn't
be opposed to returning with me to repeat the session. Luckily
for me, she was still there and agreed to return with me and shoot
the photos again. This time it was a success!
After four years doing this sort of work, the creative team made
up of two colleagues and myself decided to found our own Graphic
Design and Creative Studio. We spent three very intense years
working together. Our main work was creating campaigns for big
advertising agencies and designing graphics: brochures, logos,
magazine ads, etc., for our own clients.
More and more every day, my interest was drifting elsewhere...
I wanted to learn about the Internet, which was still new concept
in Spain in those days. I fantasized about working in this huge
and creative field with so many amazing possibilities, so I left
my friends and created my own Company, SOLE CREATIVOS, S.L.
It was so difficult in the beggining. I had only two clients
and I was all alone. I had no money and asked for credit at a
variety of banks, each of which asked me for properties as a warranty,
but I didn't have anything. At last a close friend of mine agreed
to sponsored me and I was finally able to obtain credit. With
that, I purchased my first Macintosh, and set out to begin designing.
A few months later, a client closed his company that I had been
working with and I was edging towards bankruptcy. Once again I
received support, this time from my family, and again I was able
to keep my hopes alive. As time went by, things started going
better, and the improvement continues through today. Now, I can
truly say that I am glad I made the decision to start a business
of my own. I now I have my own team of workers and a great office,
where we work everyday to develop new and innovative projects.
And, why Gaudi? Why Barcelona?
Well, since as far back as I can remember, I have always been
a great admirer of Antonio Gaudi and have always loved this city
(Barcelona), so I thought to myself, "I must use this to
transmit to people what I know and see everyday on my way to work
- the incredible modernist buildings of this city, the atmosphere
of Barcelona, its people, its 'fiesta'". I said to my team,
"Let's create a place for people who love art, architecture,
Barcelona, Spain, and Gaudi...," and thus the Gaudi &
Barcelona Club was born.
I love to share with people and you can find me in the office
any day, so if you ever are passing through Barcelona, I would
be happy to say hello and help you out with anything you might