Spotlight

50% Buda and 50% Beyoncé… Helena’s greatest strength is, possibly, knowing herself to the point of knowing her skills well but also her limits, balancing her aspiration for action and positive impact, with the natural need for withdrawal and contemplation.

We have known Helena Antónia for several years now, since her brand, Vintage for a Cause, became part of the selection of sustainable brands in our store, in xxx.

Always with a positive contagious energy, Helena won us over, not only because of the HRV concept very much in line with our line of action, but also because of her personality: sensitive and dreamy, pragmatic and determined.

A lawyer by training, Helena changed course and has been advocating since 2012 for upcycling and social inclusion through Vintage for a Cause. A brand that is also a cause, with the mission of reducing textile waste in parallel with the training and promotion of active aging for women over 50 years old.

The VFC pieces, usually designed by external designers (like Katty Xiomara, for example) follow a slow fashion model. The focus on timeless design contradicts the logic of the collections and the brand adopts its own, more sustainable cycle, based on resources, demand, and the production of small quantities and exclusive pieces. Concept that has been worth several supports and awards (CMP, EDP, Gulbenkian, Yves Rocher …)

Vintage For a Cause can be found on its website and in CRU’s physical and online stores,of course!

What led you to create Vintage For a Cause?

VFC was a fluke It was born as an idea in 2012, because I went to do a postgraduate course in Entrepreneurship and Social Innovation, without major goals. My intention was just to diverge from my professional activity at the time, lawyer and claims technician at an insurance company.
I had to come up with a business idea that would respond to one or more social or environmental problems. And I think it was my personal experience that conditioned the idea that came up at the time: creating sewing clubs to take isolated women out of the house where they would transform clothes and discarded materials into cool urban clothing (pieces that I wanted to find at competitive prices) in co -creation with designers, in order to occupy your time in a creative and stimulating way, have extra income and return to active life in a register more suited to your life stage.

I have to admit that at the time I did not look at HRV as my possible job or a source of income and that for some years I was not clearly aware of the best ranking for the initiative. It was simply something new that allowed me to apply and develop skills and to be in constant learning and in contact with people from different sectors.

Are you a lady or a slave of your time?

I impose myself to be more a lady of my time, than a slave to him. But it is an on-going achievement and challenging management. I have been achieving this in stages, defining work and personal care routines, daily intentions, and learning to say no with less hesitation.
I have been learning from other people, especially from different cultures, how important it is to “work well” or “work smart” instead of working long hours or “work hard”. This, combined with greater honesty in relation to my limits, made all the difference in this management.

What books have influenced you the most in your professional life?

I have always consumed immense literature in the area of ​​human development (I particularly like authors like Joe Dispenza or Gregg Braden or even Simon Sinek).
Due to the constant need to deepen different themes, I read a lot about sustainable fashion and the circular economy of many different authors and even researchers. (And there are so many incredible authors. I like Sandy Black and Sass Brown, but there are a thousand.)
However, I would say that Daniel Christian Wahl’s book “Design of regenerative cultures” was possibly the most impactful, because it made me better understand what would actually be the added value of initiatives like Vintage for a Cause from a systemic point of view.

Who are Vintage For a Cause customers and what makes them choose your products?

Vintage for a Cause has different types of customers, given the intervention areas (social, environmental and economic). Even so, I would say that the method is always the same: create networks and aligned partnerships that we work as much as possible and end up bringing greater communication strength.
We partner with more brands, projects, in segmented contexts.
Whether in the domestic market or in the foreign market, we always rely on platforms linked to circular economy, social innovation and sustainable fashion and we communicate a lot about impact.
With regard to the product, those who choose the brand are customers who buy in a more informed way and who like to differentiate themselves in trends and standards. They appreciate the way the product was made, but first of all a more unlikely design at a competitive price.
The brand also intends to democratize access to sustainable fashion.
We have recently approached communication also from the point of view of PR and press relations with a partnership with C.Greener.

Atrás de uma grande mulher está sempre…quem?

A huge trampoline made up of immense people, who make up the core team, the volunteers, the multiple professionals who represent our customers or partners and a number of people who touch me in ways that they are not even aware of and that, regardless of the nature of relationship that we can have, are true supporters.
And of course, my family, friends and close people who have always supported me unconditionally.

What ‘sweaters’ do you wear enthusiastically?

I am excited about “sweaters” that work for change and for the common good. Realistically, palpably, in equity, and making room for more people to get together and develop together.
So I am connected to more organizations like Fashion Revolution Portugal, Circular Economy Club or Between Parallels and more informal groups that like to do cute and healthy things.

Tell us what was your first crisis as an entrepreneur.

I have never taken myself nor taken myself very seriously as an entrepreneur. And I often have crises, because I feel that I am working in an area that has to have different KPIs, but to execute them I have to use the same ones from any business and from a more capitalist and competitive system where it is difficult to fit.
And it is a complex game, which is both challenging and stimulating, given the multi-stakeholder management it requires.
And, on the other hand, I know myself, and I know that my profile serves part of the game’s needs, but not all. I am also aware that, depending on the evolution of the brand, it may make sense for me to change my role in it and share the leadership.
This experience allows, above all, the development and acquisition of skills and support networks that enable me to do anything else and I feel very comfortable with the idea that my professional development may involve embracing other projects that I identify with and that my profile can serve.

How do you see the growth and scale of Vintage For a Cause in the coming years?

The scale model of a business with the HRV value chain can only be equated in a logic of replication of framework that takes advantage and redesigns structures and the use of existing resources, which can be led and implemented with some decentralization. More in the format of a stakeholder aggregating platform. It is the only way to generate more impact. Lightly, almost in a logic of certification and facilitation of processes for more local, inclusive and responsible models.

Who is Helena when she is not working?

I have never taken myself nor taken myself very seriously as an entrepreneur. And I often have crises, because I feel that I am working in an area that has to have different KPIs, but to execute them I have to use the same ones from any business and from a more capitalist and competitive system where it is difficult to fit.
And it is a complex game, which is both challenging and stimulating, given the multi-stakeholder management it requires.
And, on the other hand, I know myself, and I know that my profile serves part of the game’s needs, but not all. I am also aware that, depending on the evolution of the brand, it may make sense for me to change my role in it and share the leadership.
This experience allows, above all, the development and acquisition of skills and support networks that enable me to do anything else and I feel very comfortable with the idea that my professional development may involve embracing other projects that I identify with and that my profile can serve.

What tips or advice would you leave for someone starting out in the field of Social Entrepreneurship?

Fundamental: team, team, and team Test and fail well and fast, with little risk. Don’t be a perfectionist …
The rest concerns soft skills (which should be called strong skills), some luck or serendipity.
And in this field, I think it is very important to get to know each other as much as possible, to be very clear in relation to our personal “success” terms and to be super comfortable with continual failure, because this will be the constant of the process that will allow learning and evolution of the business, whatever that may be… I would say that 80% is commitment and personal work, a good team and good relations and 20% science or management.

CRU Spotlight is a rubric of short interviews with people from the CRU community, focusing on aspects of their professional life as independent in the Creative Industries sector.

Text: Tânia Santos Edition: Rossana Fonseca Photos:courtesy of Helena Antónia Silva

Wayz for Life is the way of being in life that Pedro Maçana chose after a consolidated career on and off national soil.

Initially, graduated in Management by FEP and at the age of 42, the creator of this sneaker brand identified the opportunity to make a difference based on principles of ecological, environmental and social sustainability, through a timeless design, quality ecological materials, and local production. Abrir no Google Tradutor • Feedback Google Tradutorhttps://translate.google.pt › … O novo serviço gratuito da Google traduz instantaneamente palavras, expressões e até páginas da Web entre português e mais de 100 outros idiomas.

It was precisely in the Footwear Design course at the Lisbon School of Design, which he joined in 2018, that Pedro met his current partner (and shoe designer) Daniel Gonçalves. Following the motto “Walk your Way”, together they created Wayz, a sustainable and socially responsible brand of sneakers, entirely produced in Porto.

Wayz, launched in December 2019 after a crowdfunding campaign at Indiegogo, practically did not know the world (or the market) in a non-pandemic time. Nevertheless, the path continues to be trodden with determined steps towards the rest of Europe and, in the press, is the launch of a product made with 100% recycled and vegan materials.

Since March 2020, Wayz has been part of CRU’s careful selection of sustainable brands. About Pedro, we emphasize his professionalism, courage and his contagious positivism.

The coolest sneakers in the country can be found in the brand’s physical and online store, as well as in CRU’s physical and online store, of course.

What led you to create Wayz?

The creation of Wayz was born out of a personal trip, which brought me back to Porto, after 18 years working at a retail multinational in Spain, Portugal and France. A life change that created the opportunity to launch this project, combined with a passion for shoes and the desire to create a 100% Portuguese and responsible sneaker brand: Sneakers with a Humanistic Footprint.

Reveal to us what you usually have on top of your work desk, on a perfectly normal day

I am a little nomadic in my work habits. I have several desks and workplaces. With the pandemic, this habit was accentuated. When I have a desk, there is usually little: the computer, of course, my notebook, a glass of water or a canteen. The less things the better.

Tell us your top5 sustainable brands. What else do they have in common?

In the world of shoes, there are two brands that inspire me, Veja, a French sneaker brand and Red Wing Shoes, an American “work boots” brand. At Veja, I appreciate the sustained and organic way in which two young people created a brand of sneakers, with values, responsibility, sustainability, creating a network of partners and redistributing value among the various stakeholders. And the product, of course, especially the timeless design.

At Red Wing, I love the quality and timelessness of the product (decades-old design) and the fact that we can repair the boots, change the soles, and give them new life. True sustainability is in the (timeless) design and quality / durability of the product.

For the same reasons, I like La Paz and Isto, Portuguese clothing brands. Leaving the world of fashion, I really like the Brompton folding bicycle brand, an incredible product, thought and conceived for the movements in the city, with an unmistakable aesthetics / functionality.

What ways do you find to activate your brand and get the Wayz to your customers’ feet?

We use social networks a lot, Instagram especially, but also Facebook and Linkedin. In the last case, more to talk about the evolution of Wayz as a brand and the various initiatives in which we participate. In addition, we are present at events (Moda Lisboa, GreenFest, Planetiers, etc.) related to sustainability / conscious consumption and, whenever possible, also in the media (press, tv, etc.).

Copyrights, royaties, drawings, patents, trademarks … do you normally sail in these waters?Copyrights, royaties, drawings, patents, trademarks … do you normally sail in these waters?

All of this is extremely complex… as soon as we got to the Wayz name and logo, we decided to register the brand at a European level. We didn’t have any models designed or produced yet, but we knew it was important to protect ourselves. In spite of this, we are not free of threats and brave scares, which were only resolved by resorting to a trademark and patent protection office. It is a very delicate subject that should not be overlooked when launching a project / brand

What technological crutches do you use to dominate or simplify your day-to-day life?

I am very basic with technology. For me it has to be easy to use and create immediate value. So I limit myself to using Shopify, to manage and streamline our online store. Social networks, already mentioned, to communicate with our community, and chat, to communicate with our customers. Daniel, who founded Wayz with me and is the designer of our products, does not do without Adobe Illustrator and Photoshop, and drawing software to create and illustrate our Wayz!

What is it like for you to be an entrepreneur in Porto / Portugal?

Either it is done with passion, resilience and some dose of madness, or else it is not worth it. I usually say that the trip is hard, but it is worth it.

And I think this is universal. I think it is no different because we are in Porto, or in Portugal. Our geographical location brings us advantages, we have factories around the corner and good know-how in the industry in general. But we also have drawbacks, access to the consumer is more difficult given the small size and weak purchasing power of our domestic market.

In other countries it will be different, we have to know how to live with this reality, adapt to do well and always better

What, for Wayz, is coming next?

Wayz has to grow as a brand, gain notoriety nationally and internationally. We want to enter several digital marketplaces, in several European countries. We also want to enter the B2B, retail market.

At the product level, the next step will be the launch of a product made with 100% recycled and vegan materials.

Wayz for life… who takes this route, step by step, with you?

Wayz was created by me and Daniel Gonçalves and it has been mainly a trip for two, in which we got to know and invite partners to work, occasionally or on a regular basis, with us and make the project grow. From the outset, our partners in product development, factories, material suppliers, etc., but also marketplaces and stores, such as CRU, that help us reach customers and publicize the brand, or other communities, such as UPTEC, which was key in launching the project.

Nothing is done alone, I deeply believe in collaboration and interdependence. It is said, alone we go faster but together we go further!

What differences do you find in the universe of sustainable consumption in the post-covid era?

The pandemic broke our growth as a brand. We hardly know what it’s like to have a brand in normal times because Wayz was born in late 2019!

In the way we work, we adapt, like everyone else. We postponed some projects and favored others. Regarding our products, nothing has changed. What we believed in before, makes even more sense during and after the pandemic: a high quality product, made ethically and responsibly, locally, with a timeless, versatile, genderless and seasonal design, sold at a fair price. These are relevant attributes that will win over Portuguese and international customers interested in creating a better world, in which we produce, consume and manage companies in a responsible and aggregating manner.

Petiscos is the middle name of Ana Novais, who would be far from imagining that this would become a personal nickname, when, more than a decade ago, she created the Petiscos e Miminhos brand.

For us, it is Pesticos, or Pestisquini, friend and companion, in whom we recognize an entrepreneurial spirit, courage, curiosity and the frontality that we so appreciate.

We do not know for sure when and how we met Ana Novais, but her relationship with CRU dates back to her first day, having been responsible for the inauguration catering, in February 2012. Since then, until 2016, she has been our partner in events, in which she presented her snacks, also passing by being one of the residents of our cowork.

The training in Scenography was certainly a precious ingredient for the care and aesthetics with which he always presented his snacks in caterings that he prepared for hundreds of people daily, whether in private celebrations or public conferences.

Still, he had time to dedicate himself to a postgraduate degree in Hotel Management at ESEIG in 2013, lived in Milan while learning the secrets of pastry and finally completed a specialization in Digital Marketing at EDIT in 2019.

Photography was constantly present in its path, becoming increasingly prominent on its social networks. Thus, naturally and gradually, she was invited as a Food Stylist for several publications of culinary recipes, which took her to Munich, and to establish herself as a freelancer in the production of digital content in this same area, for several national and international companies.

Ana likes dogs, beautiful floors, cafeterias and remains in love with the city Invicta, even though she currently lives in the capital.

Your beautiful Instagram account will confirm our affirmations!

And if your mouth wateres, some of the recipes published there can be found here.

How did you becomeFood Stylist and content creator?

It all happened a little bit by chance. I have a background in cooking and set design, I am passionate about the two areas and this was the way to bring the two together. I started with a playful blog, which led to professional proposals and almost without realizing I was working as a food stylist and content creator full time!

Concentration vs procrastination… what is your recipe for productivity?

Probably one cannot exist without the other. I believe that no one can concentrate on a single hour-long task. In my case, when I realize that the level of productivity / concentration is going down I prefer to stop and change to another activity, and return to the first one with a fresh and rested look. My motto is Work Smart.

Reveal to us what you usually have on top of your work desk, on a perfectly normal day.

Tea … I always have a teapot next to me (right now I’m in a mint tea phase).

What books have influenced you the most in your professional life?

In my case I am more influenced by images than by words, although I read about gastronomy, food culture, food design and the like, my biggest influence is audiovisual: photography and video. Despite working with food, I research images in different areas such as fashion, architecture, plastic arts, among others.

What are your preferred communication channels that you use to make your work known?

At the moment the main thing is Instagram, it is the most immediate and accessible way to reach people and create a small community. However, it requires immense work and dedication, it is necessary to create a constant presence, create appealing content and interact with other communities. I also have a website-style online portfolio, for those who want to know my work outside the content published on social networks.

What principles govern you when you price your work or negotiate with a client?

Finding a fair value for me and the client is one of the biggest challenges, I think that all freelancers live in this agony. The best method for me is to be transparent with the client, explain the hours of work that a project requires and the necessary resources. In this way it becomes easier to negotiate and reach an agreement that is beneficial to both parties.

Tell us what was your first crisis as an entrepreneur.

I’ve been through some crises, it’s part of the process. I can’t tell which one was the first, since there are already a few… but there is a traditional saying that fits like a glove in those less good moments: “there is no harm that always lasts, nor that it doesn’t end”, it’s best to breathe understand what is going wrong and try to find a solution.

What’s next for you next turn?

In these exotic times we are living in, I am really trying to live one day at a time, which seems easier than it really is! I would like to develop a project in the area of ​​Food Design, lately I have been doing a lot of research in this area.

What apps / software make you a superwoman?

The app that I use most (professionally but personally) is google maps, for me one of the best inventions ever, since before I spent my life losing myself and consequently arriving late for work. I use Pinterest a lot to search for images, inspiration and to build moodboards. Lastly vsco for when you need to edit photos quickly

What were the biggest lessons you learned in these years as an entrepreneur and freelancer?

The most important but also the least sexy is learning to manage money, something that was not very intuitive for me. Another important lesson is to learn to value my time, time is the most precious asset that we have and in the past I did not value the time needed to carry out a project and the impact that this would have on my free time.

CRU Spotlightis a rubric of short interviews with people from the CRU community, focusing on aspects of their professional lives as independents in the Creative Industries sector Text:Tânia Santos Edition:Rossana Fonseca Photos: Courtesy Ana Novais

794 is the number of podcasts that Foster has, available on Spotify, recorded in batches of 7 / week, and that reach the ears of more than 10 million Brazilians.

What started in a natural and timid way is, 5 years later, a profitable, well-structured business that brings value, in the form of practical and accessible English courses, to more than 10,000 students.

Foster was born in the state of South Carolina in the USA. He graduated from the University of the South with a diploma of honor in International Relations and Spanish. He also has an international MBA from the Darla Moore School of Business where he graduated with honors.

After his studies he worked with international education, in NGOs and as a teacher, taking him to different parts of the world such as Spain, New York, Guatemala, and Brazil.

Nowadays, he lives in Porto with his partner Alexia and their dog, Buddy.

This team (Buddy included!) Has been established in the CRU cowork since 2019.

In fact, at the beginning, we started with our other podcast, Carioca Connection. I was in Rio de Janeiro after taking an International MBA. During my master’s degree I realized that I liked the “international” part more than the “MBA”.During my master’s degree I realized that I liked the “international” part more than the “MBA”. I knew that I didn’t want a normal job, or rather, a normal life. But, I listened to a lot of podcasts, knew how to produce audios, and wanted to improve my Portuguese.

Then alexa enters the story…

A few weeks after meeting her, I asked if she wanted to create a podcast with me, and she (I still don’t know why) agreed.

We started with the same format as another podcast that taught me to speak Spanish, Notes in Spanish. The idea was simple. An American learning Portuguese in a natural and fun way, through conversation with Alexia.

We had a bit of success, but few people listened to Carioca Connection in the beginning. People liked the content very much, but the audience was small and it was not a profitable business. During my stay in Rio, everyone wanted to learn English. And then we think, are we doing it the other way around? We followed the same format, only this time I was teaching Alexia, and then born the Inglês Nu E Cru. Almost 5 years later, English Nu E Cru is one of the most popular educational podcasts in Brazil and Carioca Connection continues to teach thousands more people about the language and culture of Brazil.

Concentration vs procrastination… what is your recipe for productivity?

To be honest, I don’t have a prescription. I’ve done everything – working hard, working less, every imaginable ‘productivity hacks’ and it’s still work in progress.

Who are your superheroes in the field of e-learning and podcasting? what superpowers do they have?

Ben Curtis and Marina Diaz from Notes In Spanish. They inspired me to create our first podcast and continue to inspire me. They have a mix of authenticity, simplicity, and fun that is difficult to find in the area.

Craig Mod is my favorite writer at the moment and is an example who may have the smallest niche in the world and still have a viable business.

What ways do you find to activate your brand and make your audio reach your customers’ ears?

Above all, podcasts. We recorded a lot (almost 7 episodes a week), so we have a lot of content on a channel that is still relatively small and emerging. Our marketing has always been word of mouth. People like what we do and tell others.

Who else is part of the Naked and Raw English project? How do you share your tasks and responsibilities?

We are three Me, Alexia, and Felipe. In the first three years, it was just me and Alexia. At that time, we did a little bit of everything. Nowadays, Alexia and I do the creation and production of podcasts. I do most of the creation for our courses. Alexia is responsible for social media and the support of our customers. Felipe does the editing and maintains our website.

Remember one of your proudest professional moments

When Nu E Cru English was recognized as one of the ten best podcasts of the year with a woman as a presenter.

How do you see the growth and scale of your project in the coming years?

I know that podcasts will continue to grow. Online education, too, will continue to evolve. I see our schools as a combination of these two worlds. I don’t know what role we are going to have in this story but, I’m glad we are going to participate.

What technology do you need?

We use a website called Podia for our courses. ConvertKit for our email marketing. A Zoom H4N to record podcasts. With technology, the simpler the better.

Who is Foster when he’s not working?

When I’m not working, you can usually find me playing with our dog, Buddy, playing music, or walking in nature. I’m happier when I can do all three at the same time.

What tips or advice would you leave for someone starting out in your area?

You already have something to teach. When we started Nu E Cru English, I didn’t consider myself an “English teacher.” Now, almost ten million Brazilians have been listening to our audios. You already know more about something than most people – share your passion, help people, and success will find you. Oh, and you must understand the concept of “1,000 true fans” and start a podcast today.

CRU Spotlight is a rubric of short interviews with people from the CRU community, focusing on aspects of their professional life as independent in the Creative Industries sector.

Text: Tânia Santos Edition: Rossana Fonseca Photos: Courtesy Foster

Estrela has been a coworker at CRU for 1 year now and, since then, several synergies and collaborations have flourished. Namely the illustration of ‘good coworking practices’ in the covid context – the #staysocialcoworksafe daily guide (initiative of the alliance of some coworks from Porto), our 2020 Christmas postcard for the community and friends, and an illustration that will appear on our new website.
Living with Joana makes us recognize her innate ability to be surprised and enchanted, in the small adventures of everyday life, which she creatively channels into her stories, apparently innocent, but dense with meaning.
Most of his self-edited works, books and zines can be found for sale at the CRU store or on his own website

What’s in common between Joana Estrela and Dorothy Parker?

Nothing! When I created my Instagram I was reading an anthology of it. And at the same time I discovered that “dorty” is a Scottish word that means arrogant, or proud. I found a joke and made an account under the name Dorty Parker. If at the time I knew that in a few years this instagram was going to be such a central part of what I do online (a kind of portfolio, blog and store, all in one) I would probably have chosen a better name.

How did you become an illustrator?

It was happening I’ve always loved drawing and storytelling. I started blogging, printing fanzines and in my spare time there was always a comic book project. After finishing the Communication Design course I was not able to find work in that area right away. So I started doing personal projects that had more to do with writing stories and drawing them, and I never stopped!

What books have influenced you the most in your professional life?

Maria Alberta Menéres has a book called “The Poet Does It at 10” that I read when I was 9 (so early) and I remember thinking it was revolutionary. It is full of poetry and writing exercises that she did in class (the author was a primary teacher) and, the most extraordinary part: it included examples of students’ poems, and they were very good! I think at the time I was excited about the idea that being a poet or writer was not a thing when I was big, that it could be now!

Concentration vs procrastination… what is your recipe for productivity?

I already know that if I have an entire afternoon to do something, it will take me an entire afternoon to do that thing. So, my only productivity recipe is to segment everything. When I start a task, I tell myself that I will have to finish (or at least pause) in 30 or 60 minutes.
Then, I try not to fight too much against myself, if for some reason I am distracting myself with a lot of work I try to understand what is going on (It’s like talking to the restless child inside me), sometimes the problem it’s just that I haven’t been outside yet and I need to walk for a while.

Tell us about your journey between your bed and your desk.

I never had a very good routine, but lately I wake up at 7:30 am, have breakfast and join Writers Hour (organized by London Writer’s Salon) at 8 am. EI write until 9 and only after that the day really starts. And then, depending on what I have to do, I either stay at home or go to CRU.
When I work outside the home I feel like I’m more out of it. But there are days when the goal is not to ship.

What technological crutches do you use to dominate or simplify your day-to-day life?

I use the Notes application for just about everything. Organize the week’s tasks, write, take notes. I usually write in notebooks, but then I pass the texts I like best to the Notes. I also have work ideas there, next to the shopping list and on top of articles I want to read. I have a note in the Notes, which are just the addresses of everyone I know. I have another note that is a conversation I overheard on the train. Anyway, if one day the Notes stop working, I don’t know who I am anymore.

What principles govern you when you price your work or negotiate with a client?

First, it is deciding the minimum values ​​that I practice. That is, even if I negotiate a budget with a client, there is a minimum that I cannot get off, and sometimes it is better to be without work. Second, I try not to accept jobs that don’t interest me (which I think are dry, or so) and that are long-term.
Then there is a juggling between the time, the complexity of the proposal and what type of customer you are. When I have doubts, I ask. I ask the customer, if you have doubts about what he wants. I ask coworkers if you have questions about the budget. And I ask myself, “Do I really want to do this?”

What tribes do you belong to

Oh, I think none. Only if it is that of the illustrators! But I don’t know if we are a very organized tribe.

Who is Joana when she is not drawing?

It is strange to think about it now because I feel that with the pandemic my life away from work is like those notebooks of abstracts that you buy so that you can study Os Maias without having to read the whole book. The crucial thing is still there, but it is not quite the same.
The truth is that even when I’m not being an illustrator, I draw. And I write and read books. It is what I do in and out of working hours and sometimes the line that separates one thing from the other is very fine.

I think when I am not working I am playing. It is a strange thing to say as an adult, when we grow up “playing” it starts to have other connotations. But now that I think about it I think it is the right word. Because I like to invent games, to challenge myself to learn something, to draw without any purpose, to have fun, in short, to play.

What were the biggest lessons you learned in the last few years as a freelancer?

Perhaps this applies more to design and illustration than other areas, but before it was always waiting for customers. I thought that when I had clients, I was really going to be working. Now, I look back and see that it was my personal projects that took my career further and had more financial returns. But that is a lesson that I still have to constantly remind myself of.

CRU Spotlight is a rubric of short interviews with people from the CRU community, focusing on aspects of their professional life as independent in the Creative Industries sector.

Text:Tânia Santos Edition:Rossana Fonseca Photos: Joana Estrela’s instagram, except those credited and cover photo by Victor Bravo Lobo

Multimilionário nas visualizações do youtube, Pierre Zago leva às lágrimas até o mais sério dos espectadores com as suas caricatas reportagens e ‘zapanhados’. 

Do outro lado da lente, sabemos que Pierre é, sobretudo, uma pessoa curiosa, sensível e determinada, cuja criatividade e humor estão espelhados no seu olhar, sempre vivaço e sincero.

Conhecemos o Pierre quando visitou a CRU, enquanto potencial interessado no nosso espaço de cowork. É escusado dizer que, quando se tornou um dos nossos cru-workers, os seus vídeos rapidamente se tornaram tema de conversa e revisita.

Desde então, fomos sabendo mais sobre o seu processo criativo, que passa por anotar, manual e detalhadamente em cadernos, as inúmeras ideias que se acumulam muito mais velozmente que a sua capacidade para lhes dar vida. 

Num dos nossos eventos ‘CRU Sobre a Mesa’, em Outubro de 2019, contou-nos ainda mais sobre as suas origens e o seu percurso.

Pierre tem 33 anos, é luso-francês, nascido em Lisboa, viveu em Paris e, depois, em Braga. Veio para o Porto estudar, tendo passado pelas Belas Artes, mas foi no Politécnico do Porto que se inclinou para o Audiovisual, tendo sido essa formação académica que lhe incutiu o gosto pela fotografia e pelo cinema. 

Começou por fazer curtas-metragens, depois pequenas entrevistas de rua, acabando por encontrar no formato do ‘apanhado’ o seu registo predilecto.

Diz-nos como começou o teu canal de youtube

Surgiu da minha vontade de fazer filmes de forma independente. Antes de lançar o meu canal Youtube, realizei algumas curtas-metragens e ponderei dar continuidade a esse percurso, mas rapidamente percebi que toda a logística do cinema não era para mim pois dependes de imensas pessoas, equipamentos, financiamentos, etc. Da ideia de um filme até à sua concretização é todo um processo super longo e eu tinha vontade de concretizar as minhas ideias num espírito “do it yourself”, sem depender da aprovação de um senhor X ou Y. E quando descobri que era possível viver através do youtube, criando os meus próprios conteúdos, fez-se “plim”! Agora lembrei-me daquela: pim po ne ta pitá pitá pituxa plim!

Trabalho e conhaque…como doseias o teu cocktail?

Tendo o privilégio de ter um agente que gere a minha carreira, uma secretária que trata das papeladas e uma equipa criativa que faz tudo o resto, é muito fácil… Hmm ok ok, para responder mais seriamente: acho que até sou um tipo bastante organizado. Gosto de planear bem o meu trabalho e projectar as coisas no futuro.

De onde vem a tua inspiração para criares os teus vídeos?

Não é do conhaque que não sou grande fã dessa bebida. Descobri recentemente umas vodcas polacas deliciosas: chamam-se Soplica. São umas vodcas licorosas com vários sabores. Há de avelã, de figo, de mirtilo, etc. Encontram-se numa lojinha de produtos eslavos em frente ao Bingo na Trindade. De resto, é só estar atento, tudo pode servir de inspiração.

E a ti, quem te faz rir?

Sei lá, tanta coisa… acho que tudo pode ser cómico se optarmos por essa perspectiva. Estou agora a ver a senhora do correio a passar lá em baixo na rua, muito pequenininha e magrinha, ela faz-me rir com o seu passo super apressado e curto e o seu boné que é demasiado largo para a sua cabecinha de formiguinha trabalhadora.

Que formas encontras de fazer chegar o teu trabalho aos ecrãs dos teus seguidores?

A minha forma de promover o meu trabalho é única e exclusivamente através do conteúdo em si. Se o conteúdo for bom e fresco, as pessoas vão querer vê-lo e partilhá-lo naturalmente. Nunca pensei em estratégias de marketing nem nunca paguei 1 cêntimo para publicitar o meu trabalho. Ou será que sou um grande forreta…?

Proteges a tua criatividade?

Catch me if you can.

Como descreverias a tua equipa de sonho?

A minha equipa de sonho seria alinhada num 4x3x3 com pressing ofensivo. 4 cameramans, 3 editores de vídeo e 3 actores adjuvantes.

Como é que o freelancing te tem tratado até agora?

Muito bem. Ser o meu próprio patrão e dono do meu tempo… não troco isto por nada! Uma vez ultrapassado o cabo das tormentas da precariedade e da massa com atum, vale a pena!

Uma vida na escola ou a escola da vida?

Há um ditado francês que diz “C’est en forgeant que l’on devient forgeron”, traduzindo: É forjando o ferro que nos tornamos ferreiros.
Também gosto muito daquele “Casa de ferreiro, espeto de pau”. Mas neste caso não se aplica lá muito, lembrei-me só.

Tens algum motto ou mantra que recordas em períodos mais desafiantes?

A vida para mim vive-se um dia de cada vez. Aliás… dois! Dois dias de cada vez: um para o deboche, o outro para a ressaca.

O CRU Spotlight é um rubrica de pequenas entrevistas a pessoas da comunidade CRU, com foco em aspectos da sua vida profissional como independentes no sector das Indústrias Criativas.

Texto: Tânia Santos Edição: Rossana Fonseca Fotografias: Pierre Zago