Spend time with my ten-year-old son and his friends. Just watching how they use the Internet or MSN gives me a totally new perspective on the media.

  Please give us a brief bio of yourself.

I´m just turning 35 (May 6th)... I started out as a musician, touring with a lot of bands as a guitarist. After a couple of years I started looking for new ways of expressing creativity and ended up at a school in the "new media business" called Hyper Island.

This school got to be the flavour-of-the-week in the Internet world around 98-99 and got me the opportunity to spend some time at Kioken NYC (RIP).

I tried to be an interface designer, but sucked big time. Hands-on-producing just wasn´t my strength.

After some years as a freelancer I ended up at Daddy as creator/account manager. Now, I can hide my poor design abilities behind bluish PowerPoint-boxes.

  What do you do for inspiration?

Spend time with my ten-year-old son and his friends. Just watching how they use the Internet or MSN gives me a totally new perspective on the media. Not to mention how it makes me feel totally out of date.

  Please list 3 of your favourite sites.

How Stuff Works, all you need to know.

This is the best thing Internet has to offer. I can watch it for hours giggling like a school girl.

The Infinite Cat Project and sites like it, where simple ideas grow into becoming a huge phenomenon.

  What do you regard as being your biggest achievement?

The just mentioned ten-year-old. Also, my undefeated knowledge about 80's Heavy Metal bands.

  What software couldn't you live without?

I'm afraid I'll have to say MS Office... no matter how I try, there's always a Word, Excel or PowerPoint document open. Damn, it looks like I'm trying to push MS here. I'm not. I'm just too old to be on the barricades :)

  What projects do you have in the pipeline?

Lots of beer! We're just about to launch campaigns for Carlsberg, Falcon and Pripps Bla beer. Alongside with work for Heinz Ketchup and Volkswagen, to mention a few. Basically a lot of fun.

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

I don't know really, but I am always charmed by the unexpected twists in the works of Hi-Res.

Of course Forsman & Bodenfors is always a great inspiration. They really master all communication channels - not only the digital ones. I don't think they see themselves as a design company though...

  What effect on traffic do your new designs have?

We look at traffic as one of many parameters when we (or our clients) define goals for our projects.

Massive traffic is always fun and flattering, but may not always be relevant.

If you're into selling $15 000 000 mining tools you're communicating to a very narrow target audience and therefore probably not to interested in getting thousands of hits and clicks.

On the other hand, if your mission is to attract millions of people into mining - creative communication, design and media-placement go hand in hand in creating traffic.

  Who is your target audience?

Always depending on our client's needs - but our portfolio clearly shows that we mostly work with fast moving consumer goods.

  What area of web design lacks the most?

Well we have broadband, fancy ways of interaction, movies, sound, intense graphics... What often needs to be worked on however is strong communicative ideas.

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

I'll put it online again, just for you. Some kind of non-content-portfolio-site from 99 I think.

I did music, design and most of the development myself. Damn proud I am. Beware, I was very suspicious of Flash (3) at the time and persisted in doing the whole thing with DHTML. :


  Do you think Flash is here to stay?

As long as people are interacting with screens and appreciating experiences in front of them, there'll be a need for software that can produce that.

If it's called Flash or something else - hell knows.

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

A tram-commuting-month-card ($70)

  It's been a privilege, thanks very much.

Thank you!

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