.

It´s great that the web is extending its boundaries and has more and more impact in the real world. This way we have more possibilities to think openly and freely about exciting experiences that can happen in almost every situation, location or environment.

question Please give us a brief bio of yourself.

I started to study economics in 2000. Then in 2002 the macromedia studio bundle fell into my hands and ever since I was fascinated about creating websites. I quit my study, and was mad about coding websites in Flash the whole day. I passed the creative media diploma at the SAE.

Besides coding I started to focus on animation and 3D. I got several employments as a Flash Designer, Motion Designer and Art Director – for example at JvM/next. 2009 I began to work as managing partner and creative director at demodern.

Now we are about 25 people working for clients like Nike, Konami or Montblanc and I am still absolutely thrilled by creating digital experiences.

question What do you do for inspiration?

Most of the influence comes from browsing through the web or having talks with people from different industries or areas. I watch YouTube channels like Vsauce, Nerdist or browse through different design or development blogs.

I also enjoy our internal weekly brainstorm sessions where we talk about ideas, inspirations, designs, apps and latest technologies.

How many hours do you work each week?

Difficult to say. currently about 50-60 hours maybe. Since my son is very young I get up quite early in the morning and try to be at home before he goes to bed.

How do you relax or unwind?

Drinking coffee, browsing, listening to music or having talks with friends. A great blockbuster also makes me come down :)

If you weren't working on the internet what would you be doing?

Since I am really excited about interaction and animation I can imagine to work in the game industry.

What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?

I really enjoy having brainstorms or creating concepts and ideas. Very sophisticated solutions thrill me, since you need to develop a concept, technology or design you maybe never did before.

The hardest part in my job is to keep staying spirited, skeptical and open to impulses, improvements and ideas in a big project.

If there are any pivotal experiences/decisions you could point to that helped shape your career, what would they be?

The most important driver for me was to preserve my passion for developing, designing and creating experiences. I made my decisions always based on my passion.

Working for my own agency is one of them. This way I can work with talented and creative people who share the same demand for quality.

In terms of software, is there anything new you have been playing with lately or that has impressed you?

We have developed some of our latest projects with Adobe Edge Animate. I think the idea is great to give motion designers a tool to create HTML5 and CSS3 animations directly without having to develop dummy video animations as a template for the developers.

Besides generating knowledge about limitations and possibilities, this leads to higher quality output and a better workflow.

However, in my opinion the Adobe Edge tools are not all currently ready for professional production environments, but they have a potential to be in the future.

Additionally I played with the game development application Unity3D and really enjoyed the performance and quality of it. Since it is multi platform and includes a lot of awesome features like physics, 3D audio and a great coding environment it is also a great tool for creating interactive experiences besides games. 

What effect on traffic do your new designs have?

Since the focus of most projects is now to deliver a responsive or content centric and mobile optimized solution, we have recognized a significant rise in traffic for the most of our latest website projects.

We are really interested in not only having a significant visual or technical impact. We try to solve the client’s needs and this begins with a content strategy to ensure traffic and range.

Has winning FWA awards helped you in any way?

Winning FWA really helps making your work much more visible. Especially from an international point of view.

If you did a great job your work is presented besides other popular agencies, studios and brands regardless of whether you are big, small, famous or absolutely unknown etc.

And there are no extremely complicated or cost intensive requirements needed to fulfill an attendance. 

What was the last digital effort you saw (or were a part of) that used social media in a way that really made sense. Why?

One of our current projects is an interactive touch application for the local stores of Nike. Here you experience real-time social media content connected to the products and activities in and around the store.

This way you deliver information from the web community to support the buying decision and increase the brand experience.

Merging social media with the point of sale is great, since social and local information helps generating transparent, relevant and authentic content. This area of work is very exciting and there are still a lot of open chances and big opportunities in times of social media and the connection between the web and the real world.

Have you been a part of a campaign that was rooted in digital and THEN reached over into other consumer touchpoints? Did this happen organically or was it a part of the plan from the beginning?

Our campaign "The Montblanc World Second" was rooted in digital and rolled out into other consumer touch points. We created a mobile photo app where people shoot an automatically triggered photo through a global countdown at the exact same time.

The target was to have a strong connect to time and the beauty of a moment. The campaign was promoted through print media in stores and shops and through classic public relation.

The web is getting out of the web. Do you find that thinking in digital solutions alone hinders you? Do you feel the urge to solve the problem using all mediums necessary?

It´s great that the web is extending its boundaries and has more and more impact in the real world. This way we have more possibilities to think openly and freely about exciting experiences that can happen in almost every situation, location or environment.

This is what really makes the job exciting and interesting. It is always moving and developing and we should use it and treat it as a big advantage.

Looking 10 years in to the future, how far can websites go?

If the website itself as an information service will still be the most interesting and exciting thing is questionable, but I would say that apps can connect, control and do almost everything we could think of. These services and applications are the interactive and exciting experiences in future.

I can imagine that also gaming will transform and evolve faster into the web through WebGL and into non-digital areas through augmented reality.

The fast rising power and performance of mobile devices will probably have a great impact on almost every digital area.

Of all the websites you/your company have produced, which one are you most proud of?

I am very proud about the “Wall of Fame” for Edding. The website’s idea is so simple and it really gets it to the point. Delivering fun and entertainment first, without having the feel of advertising.

Many great artist and users have participated and created stunning artwork and drawings. Now the site is running since 3 years and people are still using it. That is really satisfying for me.

What was the toughest thing you ever did with Flash? How long did you spend on it? Is it still online?

The toughest project was the “Wall of Fame“ for Edding. Since it´s a real-time application where you can watch people drawing or draw yourself on an always extending canvas there were plenty cases or situations and features to test. I am happy that it is still running and this makes me think that we did a good job ;)

Do you think Flash is here to stay?

There are a lot of pros and cons for or against Flash. For me, in the end it´s only important to create great or unique experiences and let them happen on almost every platform or device. Although I am a Flash Developer myself I think that´s why Flash has no future.

Since WebGL and video is increasingly supported by the browsers I don´t even know if flash will survive in terms of gaming or video delivery. 

When it comes to native 3D, Unity is also a great tool for creating native 3D multi platform applications and includes a lot of awesome features. Therefore it can become very interesting for creating not only games but also simulations, art applications or interactive experiences.


What are your views on design/graphic school. Do you think someone can get into the field without educational experience in a school environment?

I think an educational experience is very useful but not a must have for your work.

A real natural passion or interest is the most important driver. Since the progress in this area is very fast gathering experience and knowhow through developing, experimenting, viewing, testing and creating applications is also very important.

And this cannot be delivered purely educationally but through practical knowledge work experience.

When your company was just getting started, what did you find was most effective for getting new clients?

Being nice, uncomplicated, fast and very focused on high quality output. To get the right projects it is important to have a portfolio, which reflects what you really want to do.

This way you get in contact with clients, which can identify their needs with your work. Here you sometimes need to make a compromise regarding budget or income.

Later you will benefit from those projects.  

It has been a privilege, thanks very much

Thank you! 


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Alexander El-Meligi - Managing Partner & Creative Director
Alexander El-Meligi - Managing Partner & Creative Director

demodern office
demodern office

demodern lounge
demodern lounge

Edding - Wall of Fame
Edding - Wall of Fame

Nike - CR7 Digital Lookbook
Nike - CR7 Digital Lookbook

Montblanc - The Montblanc Worldsecond
Montblanc - The Montblanc Worldsecond

Konami - Metal Gear Artstudio
Konami - Metal Gear Artstudio

Nike - Community Wall
Nike - Community Wall

Nike - The Chosen Series
Nike - The Chosen Series

Philharmonic Orchestra Hamburg - Sounds of Hamburg
Philharmonic Orchestra Hamburg - Sounds of Hamburg

Ritter Sport - 100th Anniversary
Ritter Sport - 100th Anniversary

Edding - Wall of Fame

Montblanc - The World Second

Konami - Metal Gear Artstudio

Nike - CR7 Digital Lookbook

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