Spotlight - Marco Rotoli - Art Director





‘Fail, Fail again, Fail better'

Describe your work in one sentence.
My work is liquid; it sheds skin and adapts depending on the project. It will be different tomorrow.

What's the most important thing you've learnt in your line of work?
That a designer is not necessarily alone. I have learnt how to expand my perception by involving other people and inputs in the work I do. The design process tends to be insular by nature, going around in circles until it finds a solution. I have understood that opening doors towards the outside brings a lot to the table.

What attracted you to your chosen field?
I have this utopian vision that good design can help enhance the world we live in. I am not saying only from an aesthetic view, but also from a functional perspective. There is a sort of ‘cognitive ergonomic' component that I have realised is in what we produce. This commits myself even more now to my work.

Tell us about your best project to date.
On one hand it could be one of the several personal projects I did, for example Michelina, an illustrated fable I worked on with a friend of mine. Those are the ones allow you to really spread your wings and immerse yourself in what you like the most. Nevertheless, I also found the other projects to be vital when pushing my boundaries in ways I wouldn't have experienced otherwise.

What sets you apart from your competitors?
I think I've had the luck to work with really inspiring designers on a wide range of communication design fields. This has shaped my backgrounds and has given me a good overview on the field I work in. Overall, I would say that my inexhaustible curiosity and the ability to listen are my peculiarities.

Tell us a random fact about yourself.
The other day I was on the sofa at my home in London, working on my laptop, when I heard a clank and rattling outside. Suddenly I looked out the window and, on the balcony, there was a falcon holding down a sparrow in its talons; it stayed there a few seconds while looking around and then it flew away. I thought: wow life can be really ruthless in central London! Besides, you always need to have a camera close at hand.

If you could work on any project for any company/organisation, what would it be and who would it be for?
I would say a collaboration with Stefan Sagmeister on an advertising campaign for the Museum of Everything.

What's your favourite bit of kit?
The remote control of my iMac 22-inch: every night when I am in bed watching a movie before sleeping.

What frustrates you the most about your job?
The lack of communication. This is something I have to improve myself too.

What pearl of wisdom can you offer to someone thinking about starting out in your industry?
Well, it might sound a bit clichéd but it works for me telling myself ‘fail, fail again, fail better'. Our job relies on instinct, talent and passion but also requires hard work and dedication. Besides, particularly if you work in the digital field, don't rely so much on your technical skills as anyone can learn whatever software in three months. What you have absorbed away from the computer is what counts the most, along with your creative thinking process.

If you could have ONE super power, what would it be?
Reading other people's minds, especially clients', or having the power to control my iMac 22-inch just with the power of my mind: every night when I am in bed watching a movie before sleeping.

What do you like about Creativepool?
It is an intelligent and useful online platform to connect creative people and energies.

What's your favourite song of all time?
Tom Waits' Jockey Full of Bourbon always pops an arresting sequence of visionary images into my mind. There is also a version of it, live in Florence 1999, in which he totally sounds like a dog from hell; amazing.

And finally, what can a prospective customer expect from you?
To work as partners in producing a piece of visual communication that will be thorough, effective and beautiful of course.

If you want to be in the spotlight, email us with examples of your work or a link to your Creativepool profile.


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