Tech-Driven Craft

It is time to design our present-future

Who hasn't seen Big, or at least knows the story? A boy whose greatest wish is to wake up the next day as an adult.

In the movie, thanks to the magic of Zoltar (the fortune-telling machine), Tom Hanks wakes up with his wish granted. Spoiler alert: he spends half the movie realizing that being a grown-up in that way makes no sense. Without having lived the essentials—first love, a broken heart, the first drunkenness, college, the failures, and the lessons—he remains simply a child trapped in an adult's body.

How does this apply to us? 

—From within—

Much of our work consists of automating processes and making our lives and our clients' lives easier. However, we do not delegate the essentials: neither the ideas nor the creativity. Because we like to CREATE to learn during the process, because just like TH, it is useless to materialize an idea if there is no path behind it to reach it. And because in every case, that path makes it bigger, with more layers, with more detail, and above all, full of truth.

And, in a totally selfish way, it allows us to grow as an atelier and as people, bringing us closer to the image of what we want to become. That is why we became artisans: because we decided to seek excellence in the tools we use—from a new emerging technology to a 3D-printed mechanism, or an oil painting scanned and turned into a digital sculpture—all with the goal of giving shape to ideas and projects.

—Outwards—

In Big, when the other characters see adult Tom Hanks, they identify him as such without hesitation; his outer layer proves it. However, as they spend time with him, they notice that something is off, although they cannot understand what it is.

This happens due to the Colavita Visual Dominance Effect: sight prevails over the other senses and leads us to accept the whole as valid based only on appearance. But when the internal coherence is broken, the "uncanny valley" makes an appearance and generates rejection.

That rejection arises precisely because there are no lived experiences accompanying the final result. There is no background to endow the work with life. In short: they are dehumanized objects.

That is why our objective is to create new languages that help us connect with ourselves and with others. We want technology to be a bridge between people, and for that, we must build it from truth and respect for everything that surrounds us.

We do not understand our work as a factory of automatons generating final results from an idea. We base our method on a simple but powerful action: practice, practice, and more practice. We refine what we learn and constantly seek how to improve it, to make the leap towards a new way of building a future that brings us closer together, connecting us and establishing bonds that endure over time.

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