Rafa, 36, studied advertising at the Universidad Autónoma of Barcelona, where he learned that the advertising that really gets people excited is more of an art form than a science. He started out in advertising in 1990, working at a recording studio where he learned that a good soundtrack can take one's message to a much more intense level. He worked as a copywriter for Volkswagen in DDB Barcelona in 1992, where he learned to respect Bernbach and the power of a good headline. In 1993 he worked in Casadevall Pedreño, where he learned that a good concept never needs gimmicks. In 1995 he worked as a screenwriter for television, where he learned how important and how difficult it is to tell a good story. In 1997 the Herraiz Soto adventure began and he learned that interactivity is like flying instead of driving. Today, thanks to the vertiginous progress of technology, he learns something new every day, and yet he thinks that every day he know a little less. Don't you feel the same?