TheFWA - Ante Stenberg - Acne Production

Google! My life is Google and i Google everything. I've googled you, Rob, and it was great!

Please give us a brief bio of yourself.

My name is Ante Stenberg and i work at ACNE Production in Stockholm as an art director. I've been working as a graphic designer and art director for the last twelve years, starting with more traditional media and motion graphics i slowly moved over to digital.

From 1999 to present day, i've been working at Sweden Graphics, Dallas sthlm, Farfar and 15 months ago i teamed up with ACNE Production.

What do you do for inspiration?

It comes very easy for me to say travelling, because i'm right now in the Patagonian Andes in Argentina with horses and stuff. And it's great! So yes, my answer is travelling.

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

Psychotherapist or a cop.

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

The kick when you solve a problem or comes up with something you know is good. For a second you feel like a genius. Without this it's meaningless. But it's hard sometimes.

I think the main problem is to admit for yourself that you're stuck. You can sit down for hours, just staring and believe that you're actually making progress. When you have realized that you're stuck, try to leave the building and get out on the street. Works every time for me, and you don't have to travel to the rainforest and raise orphain monkeys to find your way back. Sometimes sitting down at the local kebab will do just fine. Alcohol is a fun alternative, but it brings out the lamest ideas. Trust me.

What software could you not live without?

Google! My life is Google and i Google everything. I've googled you, Rob, and it was great!

How many projects does your company juggle at any one time?

Depends on the size so its hard to say... 8?

What area of web design lacks the most?

Simplicity and guidance. And i dont mean it have to look like a swiss hospital. Just don't give the user too many possibilities to choose. Show them the way, bacause believe me, they don't like to spend time on a site like there is some kind of cluedo game.

What did your very first site look like? Is it still online?

It was a campaign for famous swedish furniture manufacturer years ago. A lot of products and less fun. I hope it's not online.

Have you written any books, if not do you plan to?

Actually i am planning to write a book. In the future that is. My friend told me i was just three small steps away. The first step is Facebook, then Twitter, and finally a successful blog. Then i'm ready to hit the market with one of the greatest novels of mankind. I hope a good publisher reads this.

Are there things you do OUTSIDE of work to ensure that you are in the right mindset to be creative and/or successful in whatever you are doing?

Running! I love running in the woods and it sounds like a cliché but it actually helps to clear your head. But once i got bitten by a fox. True story. Damn you fox!

Do you think Flash is here to stay?

No. Of course not. Maybe not tomorrow, but the techniques will always be outrunned by the future demands at some time. And that's the way it should be. It's nature. You can't rely on a certain technique because sooner or later it has to go. But we're so ready, just bring it on!

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

There will always be some natural born geniuses on planet earth. But i believe some people rely on the myth of the autodidact as a shortcut not to get a proper education. Stay in school kids (because you're probably not a genius)!

How difficult do you find employing the right people in a world where everyone calls themselves a web designer?

It's actually quite easy. Just open the portfolio and ask exactly what she or he did in each project. Most people can't lie.

How do you keep up with the latest capabilities of Flash or do you rely on other members of you team to do this?

We have some sharp minded brainiacs here at ACNE Production to keep up with the latest techniques, but it's not me.

What would be your ultimate vehicle to travel in?

Haha, i would say a horse. That's a vehicle, right? Yes, definitely a horse. I'm on a horse.

How do you keep your finger on the pulse of the latest web trends?

This is where i'm supposed to say FWA, right? But honestly, FWA is a great tool.

There must be a project that you have always dreamed of doing, what is it?

Working with some kind of interactive, mechanic Muppets would be great! I was close once, but i blew it.

What does the future hold for your company, or you as a person?

I'm looking forward to a new year of doing great integrated projects. Since ACNE Production provides both film production and digital as one big happy family, we are ready to see action (and hopefully do mechanical muppets).

What is the most expensive thing you have bought in the last week?

Before leaving for Argentina i bought some new trekking gear. The sky is the limit when it comes to this stuff and the sellers always hints that your life can depend on that specific gadget.

Any parting shots or pearls of wisdom?

Get on the horse!

It has been a privilege, thanks very much

Thank you Rob