Creative.3 - Higor Gomes
A healthy obsession for your next project!
Greetings Agency reader! Someone once said: “A healthy obsession is a good obsession.”, I completely agree, because if you truly believe you should do something, you will always make time for it. Perfection rhymes with obsession not just because the suffix “-ion” is used to turn verbs into nouns, but precisely because only those obsessed enough with excellence are able to truly pursue perfection.
Today I have the honor to interview not only a celebrity but also an artist that I know for a fact, is a perfectionist to the core! I met Higor back in 2016 in the metareality, but not just any metareality. Precisely in one that took place in a near-future Earth, in the year 2070 where robots turned against humanity in what became known as the Omnic Crisis. Said world was in dire need of heroes, such heroes were known all around the globe for standing up to the necessary fight where humanity was to be protected against extinction. That’s Overwatch, the task force to which Higor and I enlisted very early.
Higor and I put together a team of six players and with our willpower for e-sports performance, we fought and won countless battles. As a tank, he was responsible for our defense and the protection of our flanks and healers, but that position never stopped him from taking the offensive moves necessary to siege our team’s victories. I remember until this day that whenever a match was taking a wrong turn, Higor was able to surprise and take the lead with bold and brave decisions and reflexes.
A lot of time has passed since we had tons of fun on those battlefields, but I have always followed Higor’s work closely since then, some time after we disconnected, Higor pursued the dream of becoming a Twitch streamer and he achieved just that with perfect accuracy, but still, hundreds of thousands of followers, views and viewers weren’t enough for him and that is when he found a passion for branding.
Get ready to meet the designer of your next brand!
Higor! Let’s start with your background, some years from now, when you have a dense Wikipedia page about you, what will it say about your date of birth, hometown, and spoken languages?
Although I'm 99% sure that I come from a biomechanical, chaotic, and industrial world with vines and grooves on the walls, I'd like to share what my mother told me. My name is Higor Fernandes, I'm 24 years old and I was born in the city of Rio de Janeiro, but I grew up in a small town within the state of São Paulo called Mogi das Cruzes. Currently, I only speak Portuguese and English, but I have a huge passion for the German language, greatly influenced by the band Rammstein.
Tell us a little bit about your experience as a streamer, when did you realize that you were able to entertain your viewers with your content? What are some of the peak numbers you got on Instagram, YouTube, and Twitch? How does it feel to play while being watched by so many people?
I usually tell everyone that my experience in this field is like a rollercoaster ride. I learned a lot from this journey, both from negative and positive moments.
For some reason, I've always enjoyed having fun and laughing, from my school days to my short time in college, and now in my professional environment. These experiences made me realize that I could expand my moments of happiness by sharing them with friends in a larger context. I had the feeling that I could turn my live streams into an authentic and vibrant community, where everyone could have fun together in perfect harmony. This strategy was very successful, but unfortunately, it also revealed aspects that I couldn't see in my small bubble of friends. Although not directly related to me, I noticed several situations where people are capable of sacrificing their values in pursuit of attention, money, and "success".
It's ironic that, despite knowing each other in this world, I've always had difficulty playing and performing well under pressure, haha. Being pressured to win or make a play is much heavier than just having fun with "friends" during a live stream. Despite being vulnerable to all kinds of attacks, "cancellations" or other situations, it's still possible to enjoy and have memorable moments.
As for my social media, I never took Instagram seriously and spent a lot of time on Twitter (where simple posts announced the start of my live streams). I used YouTube as a kind of showcase for my streams, using short and funny videos to compile moments that happened during the live streams. However, there were times when I felt inspired and prepared for more elaborate productions. Over a period of two years, I managed to reach 192,000 followers on Twitch, 95,000 subscribers on YouTube, 45,000 followers on Instagram, and 70,000 on Twitter. My channel was the twelfth with the most simultaneous viewers in 2019, and if I'm not mistaken, I believe that my live stream watching the Fortnite World Cup reached a peak of 9,500 viewers, although I don't remember for sure.
Now going behind the stages of a content creator, what are some marketing lessons that you learned about growing an audience on these platforms? Can you share some of your strategies to go viral, grow and maintain your community?
Practically all of my knowledge to work in the audiovisual market nowadays came from the strategies I used as a content creator. I used to say that live streams were a way to watch your favorite show without the main character being an unattainable and intangible human being. I used the idea that numbers didn't differentiate me from anyone who was watching. The way I interacted was sincere and honest. The advice, jokes, and conversations in general were extremely "human," not commercial.
I believe that the philosophy behind making it clear that "Less" was more than just a brand, but a person, was the key to all of this.
I grew up immersed in the world of computers and from a young age, I realized how the Brazilian audience struggled for quality on digital platforms. For me, what was good for them was never enough. I had high standards but not impossible ones. In collaboration with my current partner, friend, and artist Enrique Braga, we established a study to define semester goals for the "LessLoko" brand, developed the visual identity, and created a posting schedule respecting the tests we did on the platforms, as well as small live actions. The entry of my friend, producer, and current partner Fabio Gonzales was essential to improve the quality of the recordings, both with his skills and equipment, making everything more professional and closer to becoming a successful model.
The platforms interlinked organically, with certain championships played on Twitch being turned into full videos for YouTube, while YouTube videos became small highlights for Instagram, all based on references, studies, and what we believed was correct.
Gradually, we were able to reach an average of 50,000 views on the second day after the video was published. This cycle repeated twice a week.
You still make live streams on Twitch, but you are not currently producing content, right? Tell us why you decided to put a break on that.
Although I don't do live broadcasts regularly anymore, from time to time I miss interacting with my community and I do a live stream here and there as a hobby. It's unanimous that since I started my channel in 2020, a lot has changed in terms of content creation. We are living in an era where speed is essential, vertical videos have become popular, and people no longer have the patience to watch 10-minute videos like before. The shorter the video, the shorter the ad time. This leads influencers to post even more, in search of absolute short-term success, influencing others to do the same. This is a perfect formula for quality videos to be left behind and true productions to be undervalued. As long as this mentality continues to be the norm, I need time to find my way and figure out how to adapt to the new trends.
Then, let’s talk about Dogma! Tell our readers about what it is and why you felt the urge to pursue entrepreneurship in the marketing industry!
Dogma emerged as an opportunity to continue working on audiovisual productions, but this time outside of the YouTube environment. As I mentioned earlier, two people were essential to the creation of the Less brand: Fábio and Enrique. It wasn't any different with Dogma. We needed a meeting to share my exhaustion in producing content, due to the new trends that were demotivating me. Both agreed with the proposal and, over the last two years, we have been working in the marketing and audiovisual market, seeking to improve our skills and discover the main direction of the company.
That is an extremely powerful name in my opinion, what does it mean for you and your partners? Tell our readers what the Dogma Studio stands for.
I believe that the essence of Dogma is related to the very meaning of the word: to present something as certain and indisputable. Many people might interpret this as an inflated ego, as if we were claiming to be good in an undisputed way. However, the true essence of Dogma is different. We are dedicated to constantly improving ourselves, to reach a level where we can deliver work that is considered indisputably good, regardless of personal taste.
About your creative pursuit, you are personally fond of designing logos and brands, right? What do you enjoy the most about this process?
Since I was a child, I have always had an interest in drawing, and even today I enjoy doodling shapes, entities, creatures, and the like. With my experience in content creation, I realized that my true passion lies in idea development. I love participating in brainstorming sessions and exploring all possible aspects of something new or existing. The creation of identities and logos is closely linked to these two points: developing an idea alongside a piece of paper, a pencil, or a pen, and working as a team to find the best solution. I love this creative process, which involves research, analysis, trial and error, and ultimately seeing an idea take shape and become something tangible.
Why giving proper attention to design is essential to the branding process?
I believe that the commercial market will follow a similar path to what happened with live streams. Design, in particular, will likely be the first contact that the target audience has with a brand, and first impressions last. The personality, trust, and loyalty of the consumer will be influenced by the bond between the design and the audience.
It's not just about building a loyal community, but also creating something memorable and of high quality that sets you apart from competitors. Staying in the spotlight will always be beneficial for the overall image of your brand.
What would be a dream project for you Higor? Is there any famous existing brand that you would like to work with or any industry or product that you would like to work with in the future?
For me, it's difficult to define what a dream would be because I have few desires that truly excite me. However, one of the things that would make me very happy is the opportunity to participate in projects alongside big names in design. Observing processes, absorbing important points, receiving tips, and learning more and more is something that motivates me. One of the professionals that I admire a lot in the identity market is Guilherme Vissotto, and working with him would be an incredible experience for me.
Let’s talk about aesthetics! What are some trends or styles that you like to explore in your creative process?
I have always been fascinated by surrealist art that presents "Flesh" images, organic, with accentuated curves and meticulous details, conveying a sense of aggression and impact. Although I do not know the exact name of this style, artists Brock Hofer, creator of the Hyperbeast skin in the CS:GO game, and HR Giger, creator of the iconic Xenomorph from the movie Alien, are my main references in this type of art.
I know your true identity and I’m about to reveal it, Higor! Lol. Considering you are in fact the Doom Marine from the Doom video game franchise, tell us what is so therapeutic about slaying all kinds of monsters!
I see many people who believe that the essence of Doom lies in its aggressive and peculiar aesthetic. For me, Doom is like a Guitar Hero game - let me explain. There are various classes of demons in this universe and each one requires a specific combination of weapons to be defeated. Each weapon has its own function and it's up to you to master these combinations with skill and expertise. If we see a set of blue and orange notes, we press the buttons that correspond to them. Similarly, when encountering a Mancubus, we use the super shotgun with the bloody punch. The idea of becoming the best at combinations and seeing the massacre being done in a constant and harmonious way is what makes Doom even more captivating. Watching the combos being executed is like watching an orchestra, it's extremely relaxing and satisfying.
If you could forever upload your consciousness into a world of a specific game, which one would it be?
Without a doubt, Doom is the game I would choose to do good for my planet in a brutal and remorseless way. Unleashing energy without mercy, and aiming for the greater good, is the essence of the game.
If you ever write your first book, what would it be about?
Perhaps it's about my perspective on the world, a subject that I consider delicate and difficult to explain. I realize that I don't fully understand it myself, and few people seem to understand me.
A new alien race has just been discovered on another planet and you were the first to meet them, what is their name?
A new star has just been discovered in another galaxy and it is up to you to forever name it, go for it!
Higor (Less) Gomes
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