WoU, Who?

“I have followed a non-traditional career path. I studied chemistry at university because I dreamed of making a positive impact on the cosmetics industry by creating products with natural ingredients. I came to the conclusion that the industry's direction was heavily influenced by marketing departments. Therefore, to encourage a shift towards more conscious consumption, it needs to be driven by consumers who must be equipped with information on topics they may not be fully aware of.” Marcela’s research and development skills were not lost along the way. She began to work towards producing experiences that foster community and facilitate clear communication. “This journey led me to the opportunity to design experiences for TALES. It all began in Brazil through a partnership with the AfroGames project in Rio de Janeiro, where children from a favela learn how to develop video games. Gradually, we expanded our reach and activated all the localities we work with today.”

“My creative process is inspired by cooking. It begins with the selection of ingredients. Consciously making decisions and ensuring I am well-informed about the ingredients, I can assess my own needs and desires daily to craft each meal.” Much like life in the kitchen, game design incorporates a blend of mixing, connecting, and designing the final presentation. “I aim to engage all my senses throughout the process. It's a daily exercise that trains my brain for moments of interaction—whether it's talking, reading, or, most importantly, listening to people—as if I were preparing the next culinary experience.”

When it comes to game development, Marcela shines in crafting the journey. “I don't possess a specific background in this field. Rather, my expertise lies in designing experiences tailored to specific targets by comprehending their behaviours and needs through tech to facilitate a positive impact.” Large parts of the game require us to understand how users will interact not only with th...