Héctor Ayuso makes things. Fun things. Beautiful things. Things that make your heart race, and your mind whirl. And he helps others make things. Designers, engineers, programmers, artists, photographers, craftsmen and women… Anyone with potential. Which, as far as Héctor is concerned, is anyone. In this interview, Héctor talk about future of OFFF, his secret projects and importance of understanding of storytelling.
Héctor has been working in the creative industries for over 20 years. Artist, filmmaker, creative director, storyteller, seeker, curator… why put a label on it? He thinks, and he makes. Whatever the details, all Hector’s work is about creating unique experiences. He lives in Barcelona with his partner Nathalie, their greyhound Takka, and Héctor’s biggest luxury: a pair of running shoes. | hectorayuso.me
Let me start off by congratulating you on the fifteen year anniversary of OFFF Barcelona. How does this year compare and differ to all the other previous festivals? Every year OFFF Barcelona is special, our biggest challenge is to make it as memorable as possible. Something that our audience and new comers have never seen before. OFFF will always mutate in every year, the 15th Anniversary is a huge add-on.
You’ve set up OFFF to change people’s lives by inspiration and discovery and you’ve certainly achieved your aim. What is the next step and aspiration? I live each day by itself. It’s a bliss enjoying each minute of your life without thinking about the Future. The essence is in your question, never stop asking yourself “What’s next?”.
From the now teenage history of OFFF, what are your standalone best moments you won’t ever forget? The best moments are every time I watch the premiere of the Main Titles at OFFF. The beauty of it is that I never get involved and I always give artists the freedom and all my trust because I never know anything about the process, I watch the titles the same day my audience watch them. Oh and make sure you read my conversation with Joshua Davis inside the 15th Anniversary book designed by Vasava, lots of secrets and surprises there.
I’m sure there’s a been many other moments where things didn’t go so well. Any mistakes you wish you had avoided making? Trusting the wrong people.
What is the one speaker / person [dead or alive] you wish you could put on the stage at OFFF? Harmony Korine.
Let’s talk about creativity, what’s your current opinion on the state of the creative industry as such? Are we making headway, or are we standing still? We always make headway as far as we don't follow trends and be honest to ourselves. The idea here is to follow our instincts without giving attention to what the others may think about, that’s how we nurture creativity by being ourselves!
What’s your view on creative and technology? Is technology aiding new ideas or hindering creativity? Do we rely too much on software? Unfortunately sometimes we rely too much on the software, of course not forget to mention that the existence of technology and softwares help us to create. The idea here is to always get our hands dirty and rely on concepts and ideas instead of software. The software is just a path to achieve what you want to do.
How much work that is created today will be relevant in 10 years time? That’s really impossible to know. Only the ones made with honesty and passion!
With your current festival commitments do you get enough time to pursue spontaneous creative ideas? Or do they have to wait til the right time? I find time, I always try my best to do something else because I hate limitations. Currently I’m working on a new print magazine to be launch next October 2015 and also in pre-production of a feature film produced and directed by myself.
Is ‘storytelling’ becoming a buzzword? With the current abundance, are we in danger of pushing it too far over substance? The problem is not pushing it too far, the problem is not understanding what storytelling means. Telling a story is something natural that’s inside of us since the beginning, we only need to know how to do it. Especially by being yourself and finding your own way to do it.
What is the main magic ingredient that every story has to have? The concept and the story behind it that will lead to an emotional response to the potential audience. The narrative? That’s on you, trust your instincts and your feelings!
When you woke up today, what story was in your head? The feature film I’m working on that I cannot reveal just yet.
You capture an array of places through the lens of your camera on your travels. Can you tell me about ‘that moment’ when you spot a scene you have to photograph? I've always been a person who is more comfortable observing and looking at what’s happening instead of talking. My mother tongue has always been images and not words, I communicate myself through images. Everything I see is a potential story/capture.
Your recent website - A bundle a day - offers user and visitors to use your image freely. Where do you see the future of copyright and free usage? The only — and best — way to learn is by sharing everything you do with everyone. I cannot understand another way to keep growing. Kyle Cooper said: "The only thing you have is what you give away!”, I cannot agree more!!
You view your pair of running shoes as a luxury. What is the most memorable place they’ve taken you to and where are they taking you next? I’ve been traveling to so many places that it’s impossible for me to choose one… I had the chance to run in Boston, Mexico City, Beirut, NYC; they’re countless! Abu Dhabi was a nice (hot!) running experience and next month I'll get to run in Maldives! Every run is memorable!