In this debut episode of the 5th season of asterisco*, we return with a chat between Fred Gelli (CEO) and Ricardo Bezerra (CCO) about Origin and Originality. These themes, which have guided Tátil since its founding in 1989, when it began bringing Biomimicry and Sustainability to Design solutions in Brazil, remain alive today, 35 years later. Fred and Ricardo explore the behind-the-scenes of the studio's most famous cases, such as Natura, Coca-Cola, and Rio Carnaval, and what led them to see in Design more than a profession, a lens to bring out the originality of things.
Fred Gelli and Ricardo Bezerra
Hosts
Felipe Habib
Studio
Ricardo Bezerra and Camila Cannavale
Creative Direction and Design
Luiza Magalhães
Management and Strategy
Marcelo Cândido
Strategy and Content
Natália Silveira
Design and Editing
Pills
Origin, original, originality
In this debut episode of the 5th season of asterisco*, we return with a chat between Fred Gelli (CEO) and Ricardo Bezerra (CCO) about Origin and Originality. These themes, which have guided Tátil since its founding in 1989, when it began bringing Biomimicry and Sustainability to Design solutions in Brazil, remain alive today, 35 years later. Fred and Ricardo explore the behind-the-scenes of the studio's most famous cases, such as Natura, Coca-Cola, and Rio Carnaval, and what led them to see in Design more than a profession, a lens to bring out the originality of things.
Fred Gelli
Fred Gelli is co-founder and CEO of Tátil Design, internationally recognized as one of the foremost authorities in branding and design. Over more than 35 years, he has gathered over 300 national and international awards. He created the identity for the Rio 2016 Olympic and Paralympic Games and was one of the creative directors of the Paralympic ceremonies, alongside Vik Muniz and Marcelo Rubens Paiva.
Named one of the 100 Most Creative People in Business by Fast Company and one of the 10 Most Influential Designers in the world by Design Week, he has been a professor at PUC-Rio for over two decades, teaching Eco-Innovation and Biomimicry, and is a columnist for Fast Company Brasil. A global voice in branding, sustainability and nature as a source of intelligence.
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Ricardo Bezerra
Ricardo Bezerra is Global CCO of Tátil Design, a creative leader with more than 20 years of experience at the intersection of creativity, business strategy and multidisciplinary team leadership. Throughout his career, he has directed brand systems, visual identities and culturally relevant experiences for global organizations such as Coca-Cola, AB InBev, Natura, Danone and Carrefour, across more than 40 countries.
He led the creation of the brand ecosystem for the Rio 2016 Olympic and Paralympic Games, one of the most awarded Olympic identities in history. Recognized by Cannes Lions, D&AD and The One Show, among others, he has gathered more than 100 international awards and ranks among the world's top three in typography by D&AD.
