Alfonso Leal
As a kid I took apart the electronics around the house to understand how they worked inside. At 11 the computer arrived, I discovered it does exactly what you know how to ask of it, and that fascination never let go: it led to a state first place in programming, and then to almost thirty years of watching the web, video and marketing evolve again and again. Each evolution taught me a new discipline; none of them made me let go of the ones before.
That same curiosity took me everywhere: editing software stopped being a black box, music, my other mother tongue, gave me the ear I bring to audio, and electronics went far enough to automate entire houses. I work across many disciplines at once because they feed each other: an idea born in one solves a problem in another, like neurons connecting. Some people call this being a polymath; to me it is simply how I think.
Today I work with agencies, brands and founders, and I build products of my own like Workloops and Atlas, born when an idea will not let me sleep. What I feel when a project begins is what I felt at 11 in front of my first screen: an enormous urge to see the idea working. My job is to walk it all the way, from first sketch to measured result.
And if there is one thing I enjoy as much as creating, it is measuring. A program is never wrong: when something fails, the error is in how we tried to solve it. That is why I trust data; it does not flatter and it does not exaggerate, it simply tells you whether you are on the right path.
Creativity, strategy and code, at the same table.
29 years of experience
140+ projects delivered
9 disciplines under one roof
1 person from idea to result
04 · Process
- 01
Take it apart
First, I take it apart. One session to break the problem into pieces and find what we are really solving: sometimes it is what the brief says, sometimes it is one step behind it, and finding that together is the best investment in the project.
- 02
Agree
Scope, deliverables, timeline and the number we are going to move, all in writing before anything gets built. Clear agreements are not bureaucracy: they are what lets us move fast without fear.
- 03
Build
Visible progress from week one, no disappearing for a month to come back with a surprise. This is where the disciplines lend each other ideas: design talks to code, video talks to strategy, and the project moves forward whole, not in pieces.
- 04
Measure and adjust
It ships working and measuring. Data tells us whether we are on the right path; when the number does not move, we do not dress it up: we go back to step one, take it apart again and adjust until we understand it.
06 · Tools
Available for projects ES 