.
The headmaster of the school finally gave us keys to the school to justify our late stay every day. When the teachers left the building we ran a small business in the basement of the school. Our first clients were local businesses that needed a webpage. This was when it all exploded in 1997.

Your name, plus your original "web name/handle"

Tony Högqvist 

My original nickname was actually "Only". But my friends made so much fun of me for that self-opinionated name, I stop using any nick name at all. 

Your first web encounter, year etc. 

It all started in 1995 in a basement in our high school.

We were a group of friends that refused to leave at the end of each day. Much because of the super new equipment (read 1995) the school supplied to our education.

Me, Klas Lusth, Jens Karlsson, James Widegren and Vinh Kha. All of us still working in the industry, went to the same class and hung out in the same computer hall.

I think we all pushed each other in a positive way, even if our feedback was more mean and envy than friendly and constructive.  

The headmaster of the school finally gave us keys to the school to justify our late stay every day. When the teachers left the building we ran a small business in the basement of the school. Our first clients were local businesses that needed a webpage. This was when it all exploded in 1997. 

What our readers might recognise you most for, when you first hit the web. 

I remember one day in 2000 when Matt Owens (volumeone.com) asked me what my personal domain/nick was. I told him I never had one and was building an agency instead of my own name.

He said I was no artist, just a slave to my company. That company was Houdini.

A few years after I started Perfect Fools with Patrick Gardner and Tony Sajdak. Both these companies still exist today.

The first Perfect Fools webpage had a page-turn flash effect that I faked up in Macromedia Flash back in 2001. It was very little code and mostly Tweens and transparent gradients to make it look like a book. I still today receive mails about that navigation.

One of my first big memories in the industry was our first Flashforward awards for a site called Popwire.com. It was a isometrical 3D community built in flash 4 with a external java applet.

More lately I must say "Converse Canvas Experiment". It's a physical installation that made chucks in to pixels. It's both made some great impact and true effect for the client and we had 5 lions back from Cannes with that project.

Because many of us used to be Flash developers and today experimenting with more physical things our TD Björn Kummeneje was building the whole software to run the "shoe screen" in ActionScript. 

Your digital journey since. 

I'm trying to reinvent over and over and over again.

I don't now what drives me today. Probably the hunt for the ultimate project that makes everyone else drown in envy.

Our whole industry is scraping our money from adversing budgets today.

Advertising is great because you never get stuck in a project longer than 3 months. It forces you to redo and rethink what you just delivered. Then go up and do it slightly different again.

If you are not delivering results you're out. Effect and results are the key to surviving. But your personal sucess and recognition is completely different.

So as long as your client is happy it's all up to you to express yourself with other peoples' money.

The agency Perfect Fools is still going strong and that's a huge reward in the end of the day.   

What are you up to now? 

I'm trying to convince clients to spend their money on stuff that will not only sell units, but something they will be remembered for as long as they have a career.


hr
Tony Högqvist... Then (with Tony Sajdak far left and Patrick Gardner, centre)
Tony Högqvist... Then (with Tony Sajdak far left and Patrick Gardner, centre)

Tony Högqvist... Now
Tony Högqvist... Now

Perfect Fools Book, 2001. The original page-turn.
Perfect Fools Book, 2001. The original page-turn.

Samsung D600 Mystery
Samsung D600 Mystery



Converse Canvas Experiment
Converse Canvas Experiment

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