.

Comparing to the time passed and evolving technology we will say that winning The FWA with Photek Productions, our first job as Soulpolice, remain the best memory.

Please give us a brief bio of yourself.

The founders of Soulpolice, Christian and Erlend, started out as DJ team hosting various club nights in Oslo always promoting our ever-growing passion for audiovisual experiences featuring visuals by artists like Gmunk, KD Lab, Pleix and Renascent.

Later on we started Soulpolice as it is today and got off to a flying start by winning The FWA for our very first job; Photek Productions.

What do you do for inspiration?

Listening to music, more music and even more music. More specifically we have always looked to the best in the industry from 2advanced, Hi-Res and Heavy in the early days to Big Spaceship, Barbarian Group, Firstborn, Bleed and North Kingdom more recently.

Combining what top clients and agencies do with unbound creativity influenced by our everyday impressions of life and all that matters is really inspiring. We also firmly believe in involvement and workshop based approaches at the early stages of creating concepts, where all ideas are great and anything goes.

Please list 3 of your favourite sites.

News Today (QBN.com) - Those guys have done an amazing job over the last years serving us heads with the best of the best in design.

Livesets.com - The number one resource for DJ mixes

TED.com - One of our leisure time favourites. Great speakers talk on even greater subjects...

What do you regard as being your biggest achievement?

Comparing to the time passed and evolving technology we will say that winning The FWA with Photek Productions, our first job as Soulpolice, remain the best memory.

Although, our biggest achievement must be all the great people at our office that make everyday a special day. We are really proud that we have been able to gather such a great team of dedicated and talented people.

What software could you not live without?

Besides CS3 it's iTunes. And Gadwin Printscreen, not only a really good screen capture program but also a powerful tool to be pixelperfect when programming and designing in Flash.

Our workflow increased a lot with this neat little app. Shortcut apps need to be mentioned as well, i.e. HotKeyz or similar.

What projects do you have in the pipeline?

We have some major projects going on in Norway, but also some really exciting projects abroad in Sweden, UK and the US.

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

Big Spaceship, - one of the finest in interactive design.

Josuha Davis, - some for the concept of dynamic abstractions and the boundaries he have broken with his approach to flash and design, and a lot for his beautiful work.

Nando Costa, - love at first sight.

Pleix (collective), - one of the finest in broadcast design, always being innovative.

What effect on traffic do your new designs have?

Usually, webtrends or his friend will tell us that site traffic increases a lot. Of course this is "case sensitive" but at least we can say traffic always improves.

Another point is even though traffic itself is a good indicator, we are also focused on the brand experience and impression left with the user after visiting, as well as time spent on site, conversion rates etc.

Who is your target audience?

We always strive to reach the ones who appreciate good design and an exciting interactive experience. In general we can say that the clients target audience is ours.

We try hard not to be stuck in a specific signature but rather adapt the visual style and expression to the case we are working on.

What area of web design lacks the most?

The will to go the extra mile, to make all the small parts of a project perfect and beautiful in its own. No font, pixel, shape, programming or animation should be overlooked.

Also, we believe it is important to ensure that the totality of the brands activities in all media is integrated and uniform, as opposed to treating the web as an isolated arena.

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

He, he, we were quite satisfied with the 100% no-scale positioning and random quotes: http://www.soulpolice.com/polti_v1/

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

No and no. Although, given the time we would like to share our passion, techniques and love of the game to a much larger extent. (We would then probably aim for the digital domain rather than printed media.)

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

Probably this would have to be exploreIbsen.com.

It included: extreme amounts of images that needed to be completely retouched, the then new possibility with alpha channels in flash video to be explored, (with green-screen keying and video editing challenges), aftereffects throughout and so forth.

The sheer scale of the project was quite a toll. As it takes minimum 15-20 minutes to go through the basic route in the site; debugging was also an issue. This project was running for about 4 months and 95% was produced in house with a small team.

Do you think Flash is here to stay?

Yes. With Adobe being well represented in events like FOTB, FITC, OFFF and similar, and being humble in dialogue with the industry leading creatives, we believe that they will be in it for the long run.

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

Of course! We both came from a background where flash was a bad word and Jakob Nielsens was a respected resource.

No school thought us Flash, but with the passion for animation, design and sound you will always strive to make things that makes you feel good and get recognition.

With that said, there are many great schools out there that will get you to understand the power and benefits of good design and the rules that makes it work well.

Many of the talented designers out there could be even better with the understanding and knowledge of how good design works, including ourselves.

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

We spent three years doing jobs mostly for the passion of the profession and not considering the economy in it, because we believed that one day we will be recognized for the good work and that the work would speak for itself. And it worked out that way.

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

Try and fail. Never be satisfied with a 95% solution, go out and look for better solutions using tutorials, example files and experiment like crazy.

Also, use and appreciate all the great flash gurus that help you on your way.

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

iTrip, to get our iPod music on the car stereo + a pair of super-cheap sunglasses to go with the beer in the spring sun.

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

No, we wear what makes us feel good, sometimes American Apparel, sometimes Bruns Bazaar.

Any parting shots or pearls of wisdom?

We feel extremely privileged to be able to do what we love the most and even make a living. This is really important to remember once in a while.

It has been a privilege, thanks very much.

Likewise.


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