Welcome to luisrsantos.com
Welcome to luisrsantos.com
Creating. Doing something new from scratch. Thinking of how it could be, and giving it a shape. Facing all the obstacles that arise along the process, and overcoming them. Taking a look at the output while the mind slides into the next project…
This could describe, in a nutshell, my leitmotif, not only regarding the field of advertising, but also in general terms.
They say a copywriter is not able to design a decent page or an art director does not have the skills necessary to write a fairly coherent text; or, also, a developer could not design the graphics of that web page which code they are writing.
Platitudes, as widespread as erroneous.
I know many copywriters with good graphic criteria, and not a few art directors who are able to write not only intelligible, but even brilliant writing. Or they would, if they made the effort. And I’m sure there are many experts in HTML code who can design websites which look more than correct.
For my part, I have always refused to accept such arbitrary classifications. It may be true that some people—regardless of the professional field they work in—do not have certain skills. But I think the fact that we get pushed, to some extent, to specialize, should not keep us from doing other things we like; and even to stand out in facets different than those which we usually carry out on a daily basis.
More than a theoretical approach is an attitude—not sure if innate, …[+]
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Designed by Luis R Santos on Adobe Illustrator 18 and Adobe Photoshop 15. Developed by Luis R Santos on
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