Our work ethic is based on the fact that we only deliver work to our clients that we feel is the best that it can be.

  Please give us a brief bio of yourself.

My Name is Johan Adolfsson (31). I have been working with FI since the start of 2000. I am the Interactive Director which means that I lead the Interactive team to make sure that the work we do is FI quality and that our interactive applications are the best they can possibly be.

I chose to work with interactive development because I like to spend time tweaking the fine details of a project to make sure that our applications get that perfect flow and interactive feel.

  What do you do for inspiration?

Anything but surf the internet :). I get inspiration by spending time with talented people, friends and family. Being in an inspirational environment like our office in Stockholm helps the motivational juices flow, as well as finding out more about new developments on the market.

I also think that in the line of work that we do it is important to “let loose” once in a while and just have fun. Snowboarding and other sports are a great inspiration because they make me feel good and are a big part of who I am as a person.

  Please list 3 of your favourite sites.

www.aftonbladet.se, www.airliners.net, and the new FWA site :).

  What do you regard as being your biggest achievement?

Being a father. There is nothing quite like watching my baby daughter make her way through the world. It is exciting and scary at the same time.

  What software couldn't you live without?

As an interactive nut I would have to say Macromedia Flash. It is the only tool that makes it possible for me to do what I want interactively. I look forward to seeing the new Flash 8 program to see what cool new tricks and features it has.

  What projects do you have in the pipeline?

I have my hands full with lots of varied projects at the moment. Everything from continuously developing applications for our esteemed long-term clients like Road Runner and JWT/Ford and at the same time working on some new and very exciting applications, which I can’t give out details about just yet.

Just keep your eyes peeled and check our website www.fantasy-interactive.com for more details soon!

  What effect on traffic do your new designs have?

Our work at FI is always a team effort and it is the combination of good design backed up by sharp programming, finished off with exciting interactive solutions, that generates traffic on our sites.

  Who is your target audience?

Our projects are very different and therefore they generate different target audiences, but overall we design and develop with the mindset that we want to do something cutting edge.

We are also always looking for top quality and stretching the limits by trying things that haven’t been done before so I guess it attracts people who are interested in innovative web design.

Having said that, we don’t want to make tricky applications just to be original, we want our applications to be easy to use and easy to understand so that anyone can use them.

In our Road Runner projects for example we design to suit a very broad audience as it has millions of users every day. Our main 0bjective in cases like this is to be focused on usability and understanding.

  What area of web design lacks the most?

I feel like the overall ambition is missing. A lot of what is out there on the web is either lacking in quality or lacking in passion.

I would like to see more work that feels like it has a meaning, not just listing information in a flat way which isn’t inspiring at all. It is that extra passion and interest which drives a project forward and if you put some time into creative brainstorming with skilled co-workers, that can be the vital ingredient which creates those special solutions that end up being the key to the whole application in the end.

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

It was a site about my cat but it’s all gone now, so is the cat.

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

I like getting inspiration from books but I am not the type of person who would write one. I am more of a practical do-er than someone who sits down to write about my knowledge.

I feel like there are plenty of people out there who are great at writing to provide inspiration to others and I chose to stay more in the background and teach, as well as learn, from people in my everyday life.

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

I Think it was the boxes turning for www.fido.se. It took me about 7 days to get it right. It is still up and running and even though it was made a few years ago now I feel like it still has the quality to compete with what is out there today.

It was fun to put it together and working extra hard on it only made the feeling of accomplishment even sweeter when it was finished.

  Do you think Flash is here to stay?

Yes, No doubt. The way the market is growing and the way that the program keeps evolving to suit upcoming needs, I think that Flash is definitely the tool that will be most powerful to work with in the future.

Of course there will be new programs which can be a complement to Flash as well, such as FlashLite which is developing on the mobile market.

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

Yes. If you have the talent, the right motivation and work hard I think everything is possible.

When we hire people to work at FI we don’t get hung up on their educational credentials because it is all about talent and having the right “feeling” for good design and smooth interaction.

The people we look for are the ones with a passion for what they do. A genuine interest is a great motivation and this is what will get you far.

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

From the start, FI has been very focused on making sure that we are proud of the work that we do.

Our work ethic is based on the fact that we only deliver work to our clients that we feel is the best that it can be. That is what has kept the clients coming to us, that we dared to break new grounds and we believe in what we do.

It is a great feeling to be able to be proud of what we as a company have created and obviously this has proved to be a successful approach as our clients contact us based on what they have seen us deliver earlier.

  How have you learned so many Flash/design skills and techniques and can you offer any advice for newbies?

I have been fortunate enough to work with many different kinds of projects surrounded by talented people.

The tip will have to be: Spend time with talented/experienced people and suck in all the knowledge you can get.

You are never too old or too well-educated to learn.

Also, always keep an eye out for new developments in your field. The key is to stay up to date with what is happening so that you are always on top of what you are producing.

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

10 boxes of snus. (Swedish tobacco). Other than that I like to spend money on sports articles like snowboards or skateboards.

  What type of overcoat do you wear when Flashing, basically are you a labels man?

I don’t care what label it is as long as I look good ;)

  Any parting shots or pearls of wisdom?

Be humble. And of course, have fun!

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