I used to be a professional snowboarder. Participated in first official world championships.

Please give us a brief bio of yourself.

Johan Ronnestam, Creative Director and Co-Founder of Foreign

What do you do for inspiration?

Tons of things. Basically trying to live life with an open mind.

Please list 3 of your favorite sites.

My Netvibes portal with tons rss feeds


And The FWA of course :)

What do you regard as being your biggest achievement?

Being awarded the assignment to create adidas global World Cup campaign 2005-6. (If you don't count my daughter Ebba, now 2yrs)

What software couldn't you live without?

Photoshop, Internet Browser.

What projects do you have in the pipeline?

Various projects for adidas International, Omega Watches, H&M, Ikea, Suunto, Ladbrokes etc. H&M Kylie campaign coming up next.

What effect on traffic do your new designs have?

If executed with usability in mind - Enormous

Who is your target audience?

Global Brands with Head Quarters in Europe.

What area of web design lacks the most?

Usability in flash applications.

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

My first site was made to promote myself. I used to be a professional snowboarder. Participated in first official world championships. In 1994 I launched a very simple site about me...ha ha. Unfortunately not online anymore.

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

I have not. But would like to write one on integration of advertising from a digital perspective.

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

Well, I don't code that much anymore. However, 1997 I created a technical analysis tool for the stock market in Flash Generator. Just before they launched Flash.

Do you think Flash is here to stay?

Absolutely, but the tool must become better in "load-time" balancing and also more mature in it's way to handle dynamic data. I hope for a better integration with Adobe products in the future.

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

Not based on the education itself. However, if you're for example are studying in the Hyperisland School in Sweden, you will get in contact with other peers that you would never have met otherwise, that part of the school brings out the best in people.

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

In my case, using my experience from earlier work. In order to get a BIG client, you must be able to show him/her that you can generate great values for them. Fun ideas and technology is not enough. Strategy is key!

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

A boat.

Any parting shots or pearls of wisdom?

Creativity is the opposite of routine.

It's been a privilege, thanks very much.

And thank you for creating one of the best places online to get flash inspiration.

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