Matt Murphy from 72andSunny: Fun is the spirit of creation

Matt Murphy, partner and creative director of 72andSunny, highlighted through creative experiences the importance of compensating users. “Designing experiences is much more than code and programming, it is the human experience that surrounds it” he said. “My recommendation is that you have the gaze of a peculiar kid, experiment new things, ask yourself questions and always know that fun is the spirit of creation” he suggested. “You must believe in what you are building and respect the user. Nobody wakes up feeling like getting any advertising, but if you manage to captivate them, you´ll be surprising them. In this industry, problems are opportunities”. He shared the experience of Made with code, an initiative that draws teenagers nearer to programming, since less than 1% of teenagers programs. The girls final project had a great reward: to program the Christmas trees for the National Tree Ceremony in the White House. The case of Chengwin vs. Chung was also shown, a performance they carried out in 1999, with two giant bird costumes. The two birds met in a match representing the triumph of good over evil. “The great lesson was to give people the possibility of being included, being part of something, not just spectators” he added. “To do great things you need an army of very talented and passionate people” he concluded.