To all of my Caffelli family and friends,
Every Thanksgiving I take time to remind myself that it was 10 years ago, at Thanksgiving dinner, that I was challenged by my family to dream bigger. They saw in me someone with the potential to lead, someone with a desire to be community driven, and someone frustrated from being stuck in a place that did not reflect my core values. They asked me to dream what it would look like to work somewhere else—possibly even independently—and to dig deep and think about what I needed to be fulfilled.
Very early that next morning I woke up inspired (and admittedly nervous) to explore. Words and ideas flowed. Sketches, layouts, and manifestos. But no crystal-clear direction presented itself as to how I could make a living, or what I would necessarily do. The only thing I knew was that whatever I did I wanted to do on my own, and whatever that was, I wanted it to be called Caffelli. Caffelli is my family name, and at the time there were so many catchy dot-com era names in our industry that I craved something simple and meaningful. The Caffelli design lineage was strong, and it seemed appropriate no matter where it led me.
Next, I reached out to a professional colleague that I had been presenting with at the time; an agency veteran that had accolades I could only dream of. I wondered what he would say to my wild idea to quit my job during a recession, without a plan. He was gracious enough to sense the urgency and we met that Sunday night.
“I recommend you be happy you have a job, and maybe not do anything crazy right now. It’s a recession, if you haven’t noticed.” From a very pragmatic point of view, he was right. However, being a bit of a creative and a romantic himself, he reluctantly offered that maybe I should explore something that would make me happy. Who needs money and security, right? His only request was that I bounce the idea off of a couple other people; that sounded reasonable.
The next evening, I met with two more advisors late after work. They listened, nodded a lot, and then quickly challenged me to be decisive and follow my heart, to answer that call. Not after a few more days, but the very next morning. Wow, the next morning? That seemed a bit fast. I kid you not, this felt more like a movie than a calculated life plan. It was time to take the advice I would give my creatives nearly every day; if you aren’t having fun, what are you doing? It is my mantra for finding joy and purpose, even in the mundane or stressful situations.
It was getting late into the evening, and Beth (she probably does not need an introduction, but she is my awesome wife) and I only had one car. I called Beth and asked, “Can you pick me up? I need to go clean out my office.” I think I remember a shriek or a shout; either way, that sounded like an approval to me. On the drive, Beth and I talked about how we would get by on her teacher’s salary. My 401k could help cover a few months, tops. Numbers didn’t matter, I was just happy and excited to have people in my corner; not cheering me on but lifting me up and carrying me forward.
What I learned from there on out was that it didn’t matter what the plan was. If I was values driven, inclusive of my community, and striving to do right by everyone on board, together we were going somewhere fulfilling. The destination wasn’t as important as who was with me. I feel that way to this day, and I am so grateful for each of you, and every opportunity we have had together. And haven’t we gone far, together, these past 10 years? I would say so!
I had envisioned that if we made it to 10 years, we would throw a big party. We all know that at this exact moment, that isn’t possible. So, for what it’s worth, you’re invited to RSVP for our 11 year anniversary party, occurring one year from today.
A huge special thanks to those early passengers of this insane journey. A special shout out to my stalwart in the office, Alec Hill, who continues to amaze me with his graciousness and craft. He was the first to join me just a few weeks later with the same do-or-die attitude, and I am blessed to have his friendship and company to this very day.
From my family at home and in the office, we thank you for support, and for making 10 years possible.
Thank You,
Marcelo Anteparra-Naujock
