I still look forward to a "flash killer", maybe that is what is needed to take it to the next level.

  Please give us a brief bio of yourself.

Originally I am from Stockholm Sweden. I really like Stockholm during the summers; other times I don’t mind being somewhere else. But I guess home is always home.

I have moved around a lot during the last 5 years and find myself most happy when I have some kind of plan or at least an unrealistic dream of what will happen next. I don’t like to get stuck into routines and I easily get restless.

Right now I live and work in New York for Fantasy Interactive as a Senior Application Developer. It’s a fast moving company where there are new challenges almost every day.

  What do you do for inspiration?

I get inspired by photography and architecture; I enjoy checking out big constructions like bridges and old factories.

Since I work with the Internet every day I tend not to use that media as a source of inspiration but of course I browse FWA and other similar link sites on daily basis to see what’s new out there.

  Please list 3 of your favourite sites.


It helps me get where I am going, and of course I really like to study maps.


I can get stuck for hours browsing videos.


In my work I like to test and be part of open source development. This is a good place to get started.

  What do you regard as being your biggest achievement?

Once I hiked and snowboarded down an almost vertical face somewhere in Whistler Bowls, Canada.

On the way up I fell down into an air pocket while walking over a flat area, it was scary and I was stuck in snow up to my head. One of my friends had to pull me out. I started to regret the whole thing but there was only one way down, as we had already passed some areas which we couldn’t backtrack.

There is no bigger kick than standing ready to drop into something that is crazy steep, all white and with no signs of rocks. It beats anything I have tried before. I don’t think I will ever get the chance to do something like that again.

  What software couldn't you live without?



It’s all open source and it saves me about an hour in Flash compiling time each day.

  What projects do you have in the pipeline?

Right now we are kicking off a few really interesting projects that involve new ways of working with video and TV.

It’s been my biggest passion the last couple of years to work with that media and try to make it more than a buggy plug-in experience. I can’t really tell you much about these projects but they will kick ass and hopefully bring something new to Internet.

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


Awesome Italian interior design company. It’s all plastic and colorful. You can’t go wrong there.

Ben Sherman

I really like their clothes, they have a grown-up street wear attitude which I like.

Santiago Calatrava

An architect who has done one of the most impressive buildings in Sweden called Turning Torso.

  Who is your target audience?

It really depends on the projects. I have been involved in projects during the last couple of years that have had a target audience from 16 year-old, heavy community users to people above the age of 40 who shop online for cars.

  What area of web design lacks the most?

I think that Internet is still pretty new; it feels like there isn’t enough capital spent on the front end. Large companies invest in print and TV ads, even though the Internet is a great channel to reach their audience more effectively.

When the majority of companies invest more in their online marketing that’s when the Internet will really start to develop.

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

It was a 100% flash site. It had a lot of tweens, sounds and a long intro. Total flasturbation. I got the inspiration from a very early Flash site that rocked the Flash world when it came out. This project is not available online or offline, it’s deleted and forgotten.

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

I have not but I would love to write a book regarding open source development and Flash. I am a big fan of optimizing the team’s development time with the use of several good tools that are open source and free for everyone.

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

One of my toughest projects was creating Top11 for AOL. There is an insane amount of rules for how the site is supposed to behave depending on what the user is doing.

The skinning logic, where you can change the whole appearance of the site during runtime, was tricky and took several weeks to get perfectly seamless.

  Do you think Flash is here to stay?

I think Flash is going in the right direction right now. Flash is getting interesting for application developers that have a background in Java or other more traditional languages. They start to see that you can actually use Flash to develop proper applications; it’s not just for Flash banners.

I still think it’s a little silly that the industry screams for Ajax, but you can do the exact same thing in Flash but it will look better.

I still look forward to a “flash killer” maybe that is what is needed to take it to the next level.

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

I think a common view is that “what’s in your portfolio is what counts”. That might be true but I still think that you get a lot of good experience from a degree. Especially in communication and working with others.

Also school is great for networking. Of course a good degree won’t help a bad portfolio but a good portfolio will be even better if there is a degree behind it.

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

When I started with Flash I spent most of my days on forums searching for answers to specific issues.

As I have developed I spend less time on the forums but I still use the same time to test my way around an issue. I usually start the problem solving with a forum browser, then I talk to my coworkers, then there is only trial and error left.

I like to talk to the tech team at Adobe as well - I mean they are the guys who put this thing together, so I prefer to go straight to the source.

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

A pair of sneakers.

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

I am a street wear kind of guy. I do not shop that much but if I do I usually look for specific labels.

  Any parting shots or pearls of wisdom?

Those who wish to sing, always find a song.

  It's been a privilege, thanks very much.

Thanks for the opportunity, you guys do a great job. I have been appreciating your site for years.

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