Since the start I've been involved in more than 50 FWA winning projects (over 60 awards in total).

question Please give us a brief bio of yourself.

Hey! I'm 27 years old, I live in Stockholm and I currently work as interactive director at Dinahmoe. I've worked here since the company was brand spanking new and I actually started out as a interactive sound designer/composer back in 2008. Since the start I've been involved in more than 50 FWA winning projects (over 60 awards in total).

What do you do for inspiration?

For "general" inspiration I always turn to music. It has the power to take me from uninspired to creative genius in a second (and it also make me wanna dance)! Other than that I like to take a step back from what I normally do at work and do something more physical that keeps my hands busy but let's my brain ponder freely.

Please list 3 of your favourite sites.




What do you regard as being your biggest achievement?

That I actually work with something I love and that I've managed to remain sane and healthy doing it.

How many hours do you work each week?

That vary a lot. But in general to many.

How do you relax or unwind?

I've been notoriously bad at relaxing, but I'm slowly getting better. I usually turn to friends, drinks and food or a good book.

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

I'd most likely be some kind of music producer. At least thats what my college diploma says.

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

1) Coming up with great ideas that really makes sense!

2) Getting the client to understand what's so great about those ideas.

3) Work harder. There might be a bit of screaming involved as well.

What's the longest you've ever stayed up working on a project?

I've had some terrible experiences where I've basically stayed at the office several days in a row. Trying to avoid those now days since they are rarely as productive as you'd like them to be.

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

For me it was when I realised that there's nothing to be afraid of. That rock star creative you're working with is just a normal human like you, and even though you're a small company you can put out just as amazing stuff as any of the big players. You just have to be willing to work hard, learn fast and take a few calculated risks.

What software could you not live without?


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

We usually have about 2-4 projects in production and 2-4 projects in the pipeline (pitch or start up phase). On top of that we always have a few internal "just for fun" projects that we try to squeeze in when we have the time.

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

The whole HTML5 revolution has been really great for us! The Web Audio API that is available in modern browsers is really, really good and holds potential far beyond what Flash could achieve.

What area of web design lacks the most?

I think there are a lot of ideas out there gone bad because people don't understand what matters in a interactive experience. So.. great, sense making interactive experiences.. I guess?

Has winning FWA awards helped you in any way?

Yes, it definitely has. It gives a lot more weight to your words as a young company if you can bring a bunch of FWA diplomas to confirm that you at least kinda know what you're saying.

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

It had a red/black tiger background, used comic sans and had a lot of stolen GIFs (like that funny little guy peeing on a Netscape symbol). Thank. God. No.

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

I was planning to write a book about Self Defence Against Fruits, but apparently thats already been done those british guys.

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?

Well, an idea is an idea. Sometimes you can do it as a website, sometimes it requires something else. I usually tend to like projects that makes you feel connected and part of something more than your own little bubble. A good example of that is our music game called Plink (http://labs.dinahmoe.com/plink) that throws you into a music jam with random people that you can't talk to. It's really simple, but somehow you feel part of something big and you really try to shape up and play something nice.

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

I'm gonna wait and see what happens with all this crazy quantum physics before I answer this one.

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

They're all my babies and all of them (*most of them) have something I'm really proud of.

There is perhaps a shift in web use these days. We are seeing a decline in the purely experiential sites in flash with huge production efforts, to a relationship with clients based on tools and services, that many times have simples interfaces. How do you see that trend developing? Will Flash suffer?

I think this might have been true one or two years ago. The latest trend is, at least from our perspective, quite the opposite. We're involved in a bunch of huge experiential sites with lot's of video, CGI, music and other engaging stuff. All of them in HTML5.

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

At Dinahmoe we don't pay that much attention to what school you've attended. We aim to find people that fit our company and our visions, you can learn and improve your craft as you go along.

I do how ever think that school and education is a big part of finding out who you are and what you're good at. You get a few years to grow up and focus on what you love without having the pressure of the real world lurking around.

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

We try to hire people from all over the world (and we've found some really amazing people!), but it's really hard to find people that share your vision and that have a general understanding of interactivity as well as a talent in art direction or programming, etc.

What would be your ultimate vehicle to travel in?

Something easy, cool and careless. I look forward to the hoverboards from Back To The Future.

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

Doing great work, making sure people noticed that you we're doing great work and being from Sweden.

Any parting shots or pearls of wisdom?

Work hard while you're young. Have fun. Be nice.

It has been a privilege, thanks very much

Thank you!


This is me, trying to look casual.
This is me, trying to look casual.

JAM with Chrome

Cube Slam

Nike/Dazed Field

The Rick Astley Project

The Dinahmoe FWA Wall (featuring Europe)

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