Alfredo Guenzani
Q What do you do?
“I use storytelling, behavioral psychology, and game dynamics to create long-lasting connections between humans, brands, products, experiences, and, most importantly, between humans and other humans.”
Creative Director is a title that expresses a high level of strategic and conceptual thinking, together with some expertise in all the creative disciplines involved in the journey of any idea from conception to realization, and the ability to lead a team.
Q What steps did you take to get to where you are now?
My entrepreneurial background allowed me to be responsible for consequential decision-making from very early in my career; I made a lot of mistakes and learned a lot about how to start, run, and grow a business.
Eventually, one of the companies I was running grew to be a successful boutique live entertainment company in New York, with several original shows featured in national and international publications.
I started being engaged by agencies and companies as a creative director on contracts from a few months, to several years long. While the scope of my contracts and the industries to which I was introduced varied, the core skills that I have been leveraged for remained the ability to create original IP, to find storytelling solutions, to take a big idea from point 0 to 1, and to direct cross-functional creative teams.
Q How do you stand out in your field?
It is rare to find an author of original IP who also masters the intricacies of game dynamics and behavioral psychology.
Q What are you working on right now?
I am always writing something new.
Q What’s your style?
I believe that any experience, whether it is the experience of a social media account, the experience of a physical product, or the experience of a brand, can be broken down into the basic building blocks of human interaction. I believe that this framework allows us to build better and more effective experiences.
Q Out of all your slashies, which one do you wish you could do more often?
Directing UI.
Q What is frustrating you right now?
Trying to learn Unreal Engine! Fykyk.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Manage my social media.
Q What do you wish you could have told yourself, when, and why?
When I first came to New York, thirteen years ago, I wish I could have told myself that $300 rent off Lorimer stop of the L train was a great deal.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I would love to learn how engineering research labs source all the parts they use for their experiments and get some for one of my own! Ahah.
Q What kind of opportunities/projects are you looking for?
I am looking to help a brand do some creative heavy lifting.
Q Describe your ideal job/client/collaboration.
Two great scenarios (and positive past experiences):
- A brand needs help building an in-house creative team, making their brand experience better and more powerful, and figuring out a social media strategy that's going to make them stand out.
- A start-up is missing the creative insight to go from a great product to a great brand (aesthetic identity, website, messaging hierarchy, strategy, etcetera..)
Q What is your rate?
Well, I have a soft spot for projects I like! And if I really sound like the right person for you, chances are we should talk; but if you are looking to hire someone for less than $100/hr, I am not the right person for you.
Q How should someone approach you about working together?
Send me an opener to my email: alfredo.guenzani@gmail.com
Q Who is a creative you admire?
Marc Chagall is my favorite painter.
Q Oh! and… how do you stay creative?
I improvise music every day (piano, drums, guitar).
This member profile was originally published in November 2023