Rubamatic is a working group, is a concept created by people coming from different places, positioned to intersect producing ideas, solutions, reflections. In advertising the "rubamatic" is that stage of the creative process in which scenes and snippets taken from existing sequences are assembled along the lines of the story you want to tell, to generate an emotional impact and give particular emphasis to the immediate sensations. It is a mode of presentation is particularly effective because it allows us to highlight the style of direction, the value of content and process of creative work.

Rubamatic played on this idea: to bring the conference to different backgrounds, different experiences, and propose them in their original individuality within a single project, where the elements are recognizable to each, to "make it" better what you would like to create , not to mix the richness of difference, not to close an idea, a proposal, a project in a watertight compartment and prefabricated.