I like the traditional trench coat. The ultimate outfit for a real 'flasher'.

  Please give us a brief bio of yourself.

Been working with interactive media since the age of seventeen. Today I'm an Art Director, Flash Developer and co-founder of Perfect Fools in Stockholm, Sweden.

Before Perfect Fools, me and my partner Patrick Gardner, had another Stockholm based agency called Houdini.

  What do you do for inspiration?

My best advice is to spend your time with creative people and just suck it in.

But when I'm tired I usually to go to my hometown and spend some time with a bottle of Captain Morgan and my low budget digital camera.

  Please list 3 of your favourite sites.

www.thefwa.com - The best link collection for interactive design.

www.actionscript.org - All you need to become a better Flash developer.

justincone.com/tween/ - Moving inspiration.

  What do you regard as being your biggest achievement?

Definitely Perfect Fools. All the time and energy me and the people I work with put into this company is irreplaceable.

It is easy to do some cool crazy shit as a 'one man show'. But building a base for creative people, keeping it going and always trying to deliver the collective expectation is much harder. How corny it sounds.

  What software couldn't you live without?

One day I hope to leave this question blank. But unfortunately I have to say Flash8 and Photoshop.

  What projects do you have in the pipeline?

We just released the Samsung D600 mystery and a new game for nordicxmas.coca-cola.com.

Now I'm fading in to a nice Christmas and will dive into a new secret client after the New Year.

  Who do you rate as being the top 3 design companies?

Bleed.no, Design

Stardust, Motion

Neue Digitale, Interactive

  What effect on traffic do your new designs have?

My design in general doesn’t have to sell or generate traffic. But a great idea in the wrong packaging can be a catastrophe.

As well as a half decent idea in great design can generate a lot.

  Who is your target audience?

The business part of me wants to say the target group in every individual project, but I lie if I don't admit I care a lot about my own taste and my personal opinion.

  What area of web design lacks the most?

Limitations. It sounds strange, but in the early days of the Internet, limitations were the reason for new ideas and trends.

Today we don’t have the same limitations and many designers including myself try to copy new video games and movies.

I hope one day that design on the Internet will be more about the feeling in a user experience or navigation.

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

I have cleaned every trace. It sucked. A plain paper with some glowing rollovers.

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

No, but some of my/our work is published.

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

An old advergame for Ericsson called The search for Molly.

A fake 3D environment including scripted sounds and a lot more, made in Flash 5 just after the release. It felt like making a spaceship in wood.

  Do you think Flash is here to stay?

I don't know what Adobe have in their mind. But if they play their cards well I hope it is here to stay.

  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, talented or driven people will always dominate the field, whether they have an education or not.

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

Reputation and old contacts. Even the least likely client can become your most important one.

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

Hard work, and more hard work. If you're not talented, be driven.

Take great ideas and evolve them. It's called inspiration. If you just take them, you rip and don't contribute to the industry. It is always harder to start from a white page or an empty frame.

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

A 3D Studio Max license for our new designer Marko. Worth every penny.

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

I like the traditional trench coat. The ultimate outfit for a real ‘flasher’.

  Any parting shots or pearls of wisdom?

As I said before, Take great ideas and evolve them. Share everything. And let people give feedback.

  It's been a privilege, Tony, thanks very much.

Thanks, glad I can contribute to a great site.

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