WoU, Who?

Marcela’s journey is a tale worth exploring. It began with the mission to do good and has taken many routes in how that looks throughout the years. Today, that work looks like creating experiences with and for our communities through co-creation and multiple different frameworks that employ the single-minded objective of how we can do better—together. 

“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 the tools of the game but with each other. This mindset means her skills are creating a narration within the game and ensuring that the game we make is tailored to the players. 

Marcela’s most exciting moment at TALES so far occurred during the collaborations with the Game LABs initiatives—in India, Romania and Brazil. This initiative was created to empower the communities to tell their histories and mythologies through game creation. “Just being able to be close to them and learning from them and knowing that the work we create not only inspires me on a personal level but will also help inspire hundreds of people down the line.” Exploring the relationship each of the four localities have with the mythologies was an eye-opener. “Working with four cultures that are so rich and powerful, the creators truly care and want to protect how the narratives will be perceived by others. Young developers are creating games that become tools of communication with the future generations.” Marcela’s role was to not only facilitate these experiences but to translate them back into the TALES core team. “It is super interesting to me to be this bridge between the localities and our core team to exchange this information in a way that we can all learn together and ultimately translate it into the game we are building.”

As the game develops, inspired through all this collaboration we asked what she feels best describes this moment in the journey. “The complexity of the creative process behind every design aspect within the game, along with the multitude of hands, time, and effort required to meticulously craft each piece. The collaboration is what makes it work. Knowing that there are numerous minds from around the world that have influenced every decision and aspect of the game's creation - it’s mesmerizing. .”

As the World of Us game develops, we’re always asking ourselves what will be the best moment in the game’s release. For each person it’s different based on their interests and role in its creation. “The WoU game will serve as a space for the exchange of ideas and ancestral knowledge.” And the goal for Marcela? “To foster curiosity and inspiration in young people’s lives. I hope that the interpersonal connections formed within the game, as well as those with the environment, will be unique, planting seeds within users that they can carry into the real world.” 

We cannot thank Marcela enough for the insights into their role in this journey we’re undertaking. Next up on our Makers agenda: Horea from our Game Development Team. Watch this space or follow us on @worldofus_wou to learn more.