Producer, Director, Business Strategist, Art Director, Choreographer
Fred has been a leader in the development of websites and multimedia since 1994. Over the past 12 years, Fred has had a strong record as an entrepreneur and consultant. He founded LiQ, a shopping search engine, in 1998. The company was later sold for $48 million. His interactive agency NetReaction, founded in 1997, created Pihana Pacific's online marketing and branding strategy. In December 2002, Pihana successfully merged with Equinix (EQIX on the NASDAQ) , for an estimated minimum value of $1.28 billion. He has consulted on many other technology start-ups, as well as for Fortune 500 and Global 1000 companies such as Trammell Crow and Sumitomo Corporation.
Fred’s background in painting, drawing, ballet, the Argentine tango, and classical piano enables him to interact successfully with creative people. In addition, his lifetime involvement with computers, study of life sciences in college, and TV production experience give him a solid understanding of how business works.
Fred relies on his ability to envision space and possibilities to see into the structure of your company, assess your needs, and help you find a solution— whether it’s guiding the direction of a camera, developing a brand strategy, or judging how to design a database interface.
He belives in goodworks and is currently active in raising youth leaders to stop violence against women around the world with the Man Up Campaign. He is committed to fulfilling your objectives and adhering to your budget limits and deadlines.
I was teaching Ricardo about web coding and he said he was ready to ask small questions now. Kevin asked, “Like how and why?” I said that we ask three-letter questions at the beginning of the process so that they don't lead to four-letter words at the end.
Producer, Director, Editor, Political Consultant
Ricardo understands the ever-changing face of modern graphic technology. “I have seen enough change in technology to know if one said, ‘I know it all,’ you are limited in your perspective.” Things move to fast and the best you can do, is know the people who are good in certain areas. I directed/edited a 13 part video story, and before I finished the video some of the criteria had changed.
His earlier career as a political consultant was a field coordinator and strategist for successful Gubernatorial and Congressional campaigns, both Republicans and Democrats. Designed ads for NBC corporate promotions and packaging for Mezzina/Brown. As creative director for the March of Dimes NYC, was in charge of all direct response materials. At Saatchi & Saatchi work on campaigns for General Mills, Procter & Gamble, Toyota, and PaineWebber. Now at AVdrive produces videos.