CHAT WITH AGENCY CAPICUA
CREATIVITY IS A PROCESS
We have visited the agency Capicua – self-described as “full stack creative hub” in Montevideo in Uruguay and talked with one of the founders, Ismael Larrosa and his buddy and colleague Carlos Traibel about their work, their clients, life in Montevideo and creativity.
Read here what Isamel Larrosa, co-founder and part time superhero –answered to our burning question what creativity for him personally and for his team means:
“I do not believe in creativity it´s understood by society. I think that creativity is a thought process where you try to explain something you can not explain with words. It is a calculated thought process to create things. I make a difference in what people later see in a creation and what creative process the artist has really gone through.
Creativity is a process of translating a thing to something else.
I am convinced that we have a creative team. But they also follow a process – they are no geniuses. Creativity is a claim of interest and it is about someone who has an intention to give someone another feeling.
Today, we create systems for our customers and fill them with stories. We do not want to reinvent the wheel, but there is always something to improve. ”
Beke Fahrenbach, Rönke von der Heide, Ismael Larrosa, Carlos Traibel
PS: By the way, the name of the agency “Capicua” translates symmetrical number and palindrome to equal. Meanwhile, there is also a New York office and generally the 12-strong team serves few regional customers but mainly works for American customers. And that is exactly their philosophy – independent in Uruguay but working for the US with their way of doing things differently and creative ways to go.
And for all who want to know more: http://www.wearecapicua.com
PHOTO BY INSPIRED EXPERIENCE