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EZFlar code was developed by Eduardo Malpeli, a.k.a. "Tcha-Tcho", with the help of Daniel Roda and Alex Freitas. Everyone involved in the project work in the daily O Estado de São Paulo, a Brazilian newspaper and one of the biggest in Latin America. In March 2009, came the idea of using augmented reality in news content, made unprecedented in the world, but an idea of great potential for infographists as us.