Even with Vimeo launching their new categories feature, we still can’t say TV goodbye. A lot of great content still lives on TV, and when i thought this medium couldn’t think out of the box, Great Works Spain pulled a new trick: The first music video ever shown on teletext.

The video is being shown the next 2 weeks on Channel 4 (Spanish national TV), on Teletext page 899, promoting Pedro Marín’s new single “El día después“ with a stylish glam rock look. Enjoy the music video below:

The past few weeks have been irregular on posts for a good reason: i was getting ready for my new job as Web Strategist at Fullsix. Last week i started working at the top digital agency in Portugal, meeting the talented team and some of the brands i’ll be working with.


Rui Vieira played a pivotal role on my decision to change from Draftfcb, as i’ve always admired his creative passion and hard work, both as creative Director at Fullsix and lead OFFF organizer. Also, the chance to join a team known by their excellence in interactive advertising and work with some of the largest brands in Portugal helping them plan their long term web strategy, was something i couldn’t resist.

Expect me to be a lot more active from now on, discussing social media and emerging trends and technologies, but rest assured i’ll keep doing it on my own terms on this blog. I count on you to help me build a better understanding of digital marketing, expecting feedback from readers on my professional work as well as my social media presence. Don’t let me turn into an arrogant prick, OK ?

I’m almost over with my shameless-self-promotion. Just one more thing to share:

Fullsix Portugal Reel 2008 (Extended Version)

I’m proud of working on a team that does such great work. If you’d like to work with us to help you build your online strategy, you can reach me at armando(dot)alves[at]fullsix(dot)com

Having finished recently Jonah Lehrer’s book How We Decide, it became clear that too much information often causes you start having decision paralysis. That insight also combined nicely with one my favorite idiomatic quotes:

Jack of all trades, master of none, though ofttimes better than master of one.

Having worked in marketing and programming, project management and motion design, this may even seem a personal counter sense. In fact, trying to pretend you do or know a lot of things on several disciplines induces mediocrity, by not excelling in any of them.

soshulmeowdia Relax, my cat wasn’t harmed for the photo shoot

The same reasoning applied last Monday while commenting about “who owns social media“, as i stated that only users own social media. Not PR agencies, not ad agencies, not SEO experts. Everyone and his dog cat is trying to get  a piece of the cake, even if we’re all clueless about it. We’re all learning as we go.

So stop pretending your agency knows all about social media when they just don’t have the skills or human talent. If you try to be jack-of-all-trades, you risk being regarded as master of none. Be a PR agency. Or a Design Studio. And work with the best partners to provide the best social media strategy. As for the so called Social Media Experts that are becoming more usual nowadays, beware. Ask what they did for the community, what social web tools do they use besides Facebook or Twitter, demand for examples.

This is not the end of it, yet.  Just this morning, as i was thinking about these subjects and the way they relate to my professional experience, i tweeted:

Don't try to be a jack-of-all trades. Evolution is about specialization. Or parasites.

Don’t get offended by the mention of parasites. It’s actually an evidence in nature, stated by the the much wiser author Kevin Kelly on his latest post “Increasing Specialization”, on what was a personal closure on this specialization subject. It’s something that works for nature and i believe it should apply not only for professionals but also for organizations.

We can’t all be a Renaissance Man. We can’t all be as good writer as we are engineers. We can’t all be companies that are both creative and perform six-sigma. You’ll only make a fool of yourself when facing someone who actually knows about the subject.

Digital Marketing will have a hard time being respected if every 15 year old kid proclaims himself as a Social Media Expert. Or worse, if companies actually hire them because they don’t respect the discipline enough or just can’t find the talent to work on it. That doesn’t mean we shouldn’t all be interested about it:

Be absurdly great at one thing. Be curious on all things.


While covering OFFF’09 i had the chance to interview three of the most memorable speakers of the event, with the videos being now available:

Day 1, Dave Ferner, U.V.A.

Day 2, James Paterson and Amit Pitaru

Day 3, Stefan Sagmeister

More videos to come at Alt.Prt.Sc blip.tv channel, with my full review in the next few days.

Yeah, i know, i suck doing interviews. It’s not like i’m a journalist or something and have been doing this all my life. But if the whole point of the festival was failing gracefully, i did my best and if practice makes perfection, i could only get more graceful. I hope.


If anybody tells you that Graphic Design is not important just bring him the Palm Beach ballot card.

— Paula Scher

Anything can be content. Even the Christmas balls on my Christmas tree.

— Joshua Davis

Stop being so grown up (…) Doing stupid shit is awesome.

— Joshua Davis

OFFF Festival started with Oeiras’ mayor Isaltino de Morais congratulating the 3 days of digital culture, as a major event within the city’s 250th anniversary celebrations.


Taking place at Fundição de Oeiras until May 9th, this year marks the largest edition with over 3000 attendees, a diverse audience from several countries looking for inspiration on new digital trends.

The opening keynote by Neville Brody, a graphic design reference in the past two decades, approached the theme of “Make Trouble” by looking at several influences on the creative process and provoking critical thinking on the humanist role of design.

From the original OFFF location came Multitouch Barcelona to talk about their interactive design work. The collective was also present on the venue with an Space Invaders installation, played with foam balls as an interface.

The afternoon schedule resumed with a spectacular Karsten Schmidt, before Eva Vermandel and Studio Jason Bruges. One of the most expected talks, U.V.A. (United Visual Artists), represented by animation designer Dave Ferner, took us through the process of how interactive installations combine structure and creative code creating new forms of visual architecture.

Design tools as new forms of expression was also one of the central subjects on the most interesting talk of the day with James Paterson and Amit Pitaru, discussing projects like the online world of Rotten Fruit Tardis or their collaboration with a dance company to create a show were generative artworks were synced with coreography.

You can watch a short clip of the venue and a few shots of the talks below.

Off to day 2.

OFFF is on. Rui Vieira, Hector Ayuso and Oeiras Mayor, Isaltino Morais introduced the event this morning, with Neville Brody giving the initial talk on the theme of “Make Trouble”. About 3000 people arrived in the first day, an audience record amongst other records for the 2009 edition. Huge venue, big crowd, decent wifi but (there’s always a but) a bit of echo delay at Rooms.

Along with blog network Prt.sc, i’m video blogging the event, so if you speak portuguese, you can check the coverage at Alt.Prt.Sc.

We’ll be interviewing James Paterson and Amit Pitaru this afternoon. Even if we fail gracefully.


The next 3 days i’ll be blogging at OFFF 2009, the International Festival for the Post-Digital Creation Culture. From multimedia to design and motion, in 2009 the festival is celebrating visual culture on an incredible venue. Believe me, i’ve been there yesterday and the place is huge with a kick ass audiovisual setup. Besides the Roots room, Loopita also looked great and Mercadillo reached the largest number of guests of all editions.

You probably can meet me at Mercadillo, on Prt.sc boot, as i’ll be covering the event for the blog network and joining the winners of OFFF Screen Challenge.. Expect a few video interviews on the next few days, from Sagmeister to James Paterson, along with the occasional Twittering, but go easy on the WiFi, ok ? (after all, we’re more that 3500 OFFFers).

Let’s fail miserably. Let’s frail gracefully. Starting tomorrow, at OFFF.


train-oeiras Oops … seems the exit train station is Oeiras. Google Maps, don’t be evil.

Fired up and ready to OFFF ? If you’re packing your stuff and looking for a way around Lisbon, look no further. Here’s a snack size post with all you need to know to enjoy your time in Lisbon and find your way to the festival.


The city of seven hills, the Frisco of Europe, with the yellow trams and the iconic bridge, it’s asking you to be discovered with their hospitality and unforgettable gastronomy (try the fish). Start at St JorgeÂ’s Castle and go downhill to Alfama’s historic district, or explore Belem and the two World Heritage buildings: Jeronimo’s Monastery and Belem’s Tower.

Alfama view Photo by Pedro Moura Pinheiro

When you’re done with monuments, get ready for a bit of shopping at the commercial district near Restauradores and take a ride on Santa Justa Lift to Carmo, one of the landmarks of Abril’s peaceful revolution. You can then rest for a while at Brasileira or walk a bit further to see the sunset at Graça. Now ready for the nightlife, head to Bairro Alto district, where you can eat on the more traditional Fado houses or have a go at the several ethnic restaurants, getting strengths for the non-stop movida (well, until 3am at least). For those still standing, time for a few clubs at Cais do Sodré or dance until the day dawns at Lux.

If you’re looking where to stay, there’s plenty to choose from, with accommodation for all budgets, starting with Hotel Açores to the hostels of 2 close friends: Lisbon Calling and Albergo Odisseo (I did the website of the last one a few years ago 🙂. You could try any of these, and even if all booked, they’ll point you other good choices.

How to get there

Now that you got acquainted with Lisbon and the hangover from last night at Bairro Alto is long gone, time to OFFF. The easiest way is by subway taking the green line all the way to the end (even if you’re commuting from the blue line), reaching Cais do Sodré station.

Cais do Sodré train station Photo by ghostboy


Get to the street level and buy a ticket to Oeiras, on the train leaving to Cascais (PDF timetable). Now don’t you get distracted with the seaside scenery and forget to get out on time.

If you’re driving there, take N6 (Avenida Marginal) and exit in Oeiras (at the right side of the beach). On the roundabout a few meters ahead turn left and then right all the way up to Fundição de Oeiras, right across the train station.

View OFFF 2009 / Oeiras.Portugal in a larger map

Hope to meet you there on Thursday.