Rafael Hanuman

The person in the middle is Serginho, Pedrotti's younger brother.

The guy in the white shirt is Carlos Cesar Pedrotti, a Photoshop dinosaur.

He was a Photoshop teacher at the same time as me. And we worked together in advertising.

2010 was a cutoff date for the old way of working. Until that date, everyone in advertising did everything.

(As you can see on my website, which shows that I did everything).

Client service, briefing, layout, photography, image treatment, final artwork, follow-up at print shops and TV studios.

All without a college degree in the field: What they teach in colleges today is the system we invented. We: the first digital designers.

Political marketing, textile marketing, interactive marketing, cultural marketing, retail and wholesale marketing. We knew everything, and we knew what worked.

Since there were no colleges, candidates came from social communication or architecture, and the issue was simple: those who could do everything stayed. Those who did everything very well succeeded.



It didn’t matter whether it was 2 PM or 2 AM.

And these tasks, done very well, were paid much better compared to today.

And after finishing work, we would go out at any hour of the night looking for something interesting.

In other words, all that glamour that the new generation seeks, and which no longer exists: talent, good pay, crazy life, all together. I miss it.

Just look at the various areas of this site.

And it was necessary to be good at everything.

You had to do everything and do it well.

In return, the salaries were at another level. Better.

I stopped working at Colcci, in Brusque, because the salary was low.

For foreigners, Colcci is a Brazilian clothing factory, one of the best paying.

And in the end, today’s young people in the image sector live in a glamour that doesn’t match reality.

The programs are delivering everything ready, and still... Because it’s not the same level of people working in the field.

I remember, at the first advertising agency I interned at, CMC in Jaraguá do Sul.

They brought a copywriter, Carlão, from the north of Brazil, paid for an apartment...

It was a different world. Different businessmen. Different products.

And technology: technology means nothing.

If necessary, we make wooden machines.

IF THERE'S A NEED, WE MAKE MARKETING WITH CLAY. AND IT WILL BE REALLY GOOD.