Check out the first short film produced my talented friend Dan Liffick, from California. Dan and I were colleagues at the Interactive Media Program at San Diego City College. I have always known that he would find on film production his passion, and believe more than ever he will do very well in his career. The film stars gifted actor Rich Carrillo playing the main role, Australian fashion designer Anthea Rodgers, striking as the news’ anchor; and outstanding Dynamite Walls’ musician, Allan Bates. In addition to that, Duane Gardella played the dream killer; Sven Salumma as Philip White, and Eddie Parker was the news worker. A few other friends were also involved in the production, such as Raygun Fernandez, Jerry Figeroua, Paul Kimmel and Melody Ward. Well done guys! I look forward to seeing your next productions and wish you all the best with your future endeavors.

“Golden Hill is my first serious attempt at filmmaking. I shot the entire short at San Diego City College with a CanonXl1s. A special thank you to Duane Gardella who gave wonderful guidance and for presenting me an opportunity to create a film. Thanks,Dan.” (Dan Liffick)

You may contact Dan on myspace by clicking here

Confira o primeiro curta-metragem produzido pelo meu talentoso amigo Dan Liffick, da Califórnia. O Dan e eu cursamos o programa de mídia interativa na Faculdade da Cidade de San Diego. Eu sempre soube que ele encontraria seu talento na produção de cinema, e agora acredito mais do que nunca que ele vai ser muito bem sucedido em sua carreira. O curta traz o talentoso ator Rich Carrillo como protagonista, a estilista australiana Anthea Rogdgers no papel da apresentadora de TV; e o músico extraordinário da banda Dynamite Walls, Allan Bates. Adicionalmente, Duane Gardella fez o papel do matador, Sven Sallumma atuou como Philip White, e Eddie Parker era o produtor do jornal.  Alguns outros amigos também fizeram parte da produção do filme, bem como Raygun Fernandez, Jerry Figeroua, Paul Kimmel e Melody Ward. Mandaram bem pessoal! Eu fico no aguardo da sua próxima produção e desejo o melhor nas suas futuras andanças. 
“Golden Hill é a minha primeira tentativa séria com produção de filme. Eu filmei o curta na Faculdade da Cidade de San Diego, utilizando uma CanonXl1s. Um agradecimento especial ao Duane Gardella, o qual me proporcionou incrível direção e me deu a oportunidade de criar o filme. Obrigado, Dan.” (Dan Liffick)
Você pode contatar o Dan no myspace, clicando aqui

Vodpod videos no longer available.

more about “Golden Hill on Vimeo“, posted with vodpod


cows are us

December 14, 2008



For the past years I have been noticing the use of cows in North American advertising. Being a vegetarian and having cows as one of my favorite animals, made me an easy target for those campaigns; which in my opinion are brilliant. The first campaign showcased here was created by Dallas’ advertising agency “The Richards Group“, for the Atlanta based restaurant chain Chick-Fil-A.



The slogan “Eat Mor Chikin” is used as if the cows were protesting against the amount of beef consumed in America, on an attempt to reconstruct American fast-food industry. The campaign directly targets McDonald’s, Burger King,  Wendy’s, and other hamburger based chain restaurants, focusing on educating customers to eat more chicken.


The creative team have used smart and sharp copywriting with misspelled words representing the cows illiteracy, and at the same time creating a more fun and relaxed boycott. The campaign started in 1994 with a single billboard and continues evolving, exploring new possibilities; and most of the times adjusting the jokes and sense of humor to the aesthetic of their different locations across America.


In some of the TV commercials, cows take more extreme action like in the one shown here; where they invade a football stadium landing on a burger vendor. The same interactivity has been brought to real life by using three-dimensional cows tagging massive billboards near the main freeways of American cities. I find the entire campaign brilliant, fun and very original. The creative team has done such a good job applying the concept to their target audience; by the use important icons of their culture, such as football.

Another brilliant, yet controversial campaign was created by the Los Angeles based “Deutsch Inc.”, for the Real California Cheese company. The slogan “real cheese comes from happy cows – happy cows come from California”, uses California’s geography, weather, and culture; which combined to clever copy-writing transmits the ideal environment for dairy farming.

The commercials are set on paradisiacal farms, where the sun shines and natural events such as earthquakes make the cows’ life more interesting. The parallel between the effects of the great Californian weather on its inhabitants, is here applied to the cows. In one of the commercials, the cows complain about the rainy season, which is represented by one single cloud in the sky. 

In another commercial, an Alaskan cow moves to California and loves the fact there is no snow on the ground. The Californian cows raise eyebrows for not knowing the word “snow”, even though in reality, it snows a bit in California. Another commercial shows two bulls hitting on some cows passing by. They use some slangs that a Californian “dude” would use to hit on a “chick”, talking about working out and other body conscious aspects.

Notwithstanding the remarkable advertising campaign, California Milk Advisory Board has encountered some legal issues along the way. Animals rights groups like People for the Ethical Treatment of Animals (PETA), have alleged the company is using false advertisement; making the audience believe that cows are raised in such utopian conditions. According to PETA, “Roughly one-third of California’s cows suffer from painful udder infections, and more than half suffer from other painful infections and illnesses”, amongst several other allegations.

happy cows

This is a very complicated issue for me, as a vegetarian and a visual communicator. I have always been aware of the reality of the majority of cattle farms, and that is one of the reasons why I originally decided to become a vegetarian, ten years ago. Nonetheless, I think the campaign is bright and effective, getting the attention of different groups with divergent opinions. Moreover, controversy is a sign of good advertising, right?

All the images used for this entry are copywrited and were extracted from the Chick-Fil-A and Real California Cheese websites.

For more information about animal rights, vegetarianism and unhappy cows visit:

 Midnight Juggernauts – Road to Recovery

Sunshine, californian blue sky. It’s just another beautiful day in southern california. I’m sitting on a train leaving San Diego on my way to Los Angeles. On my left side, the blue pacific ocean which I’m so familiar with; to the right, a city that for many years I called home; behind me, a past filled with memories, experiences, relationships, lessons. Looking at the surfers riding the waves as californian pelicans fly by, my brain instantaneously starts playing the movie of my life. I see scenes of love and hate, hope and self-destruction; I see motion, I feel emotional. Nostalgia fills my eyes with proud tears as it puts a clever smile on my lips. I easily identify the light path which I took, leaving the darkness behind. 

For a while I had forgotten how It feels to be with an old friend, to be loved by an old friend. I had forgotten the feeling of returning to a place where you feel like home. Warmth, receptivity, tenderness, devotion are only words compared to what I’m feeling. Things don’t seem to have changed much since I left, however I see all my friends making progress in their lives. Despite the fact I have been exposed to a whole new world and have been living a completely new lifestyle, I had the feeling that I fitted straight in. It felt like I had been away for a weekend or so, which only proves me that San Diego will always be a city with its arms wide open waiting for me. 

My californian chapter has probably been the most important of my life so far. A period marked by self-discovery, life learning experience, affection, and overall my road to recovery. In California, I found love for the first time. I loved like there was no tomorrow. I also loved drugs, alcohol and rock’n’roll like there was no tomorrow. It was a fun long party that appeared to be endless, nonetheless It ended at the age of 23. Furthermore, I have always believed that the after-party is much more fun than the party itself! It’s been a year since I decided to stay away from any sort of mind altering substances, over and above that It’s also been a year since my life has started making sense. Today I look back and smile for having gone through what I have. I smile for having loved and being loved, therefore I smile for having survived and learned my lessons

At this point of my life I am complete. I’ve found what I was looking for, I’ve found who I was looking for, thus I’ve found myself. Nowadays when I close my eyes, I clearly see the edge of my body, I see my role in this world, I have control of my actions, and consequently most of the reactions. And at last, but not least, once again I love and I feel loved. Although this time in a clear and true way like I have never felt before.