.

What software could you not live without?

The espresso machine's operating system.

Please give us a brief bio of yourself.

First I wanted to become a lawyer. Then a musician. Then I wanted to get into the film industry as a camera man or a director. None of that happened! Lucky me I never followed the lawyer path!

The fact that digital design companies offered the most attractive student jobs back in 1995 probably got me onto the digital track that I still follow today. I currently work as a creative director at Jung von Matt/next.

What do you do for inspiration?

Working with an inspiring team and working for an always fast developing medium is itself inspiring. Then there are things like watching films, listening to music, experimenting with new technologies or checking out other campaigns and, of course, The FWA.

Please list 3 of your favorite sites.

Nike+:

Not the typical "Our product is perfect, so buy it" kind of advertising. Instead Nike offers something of relevance. And by doing so enter hearts and heads of their customers. Very progressive.

Neave TV:

A nice and weird mixture of films.

Make: Blog:

Fascinating to see what wonderful things you could create on your own. (not me though, I´m all thumbs.)

What do you regard as being your biggest achievement?

Hmmm... I searched on my hard drive for "achievements" or "biggest". The search didn´t reveal anything – apart from this interview word document. So maybe this interview?? Unsure...

What software could you not live without?

The espresso machine's operating system.

What projects do you have in the pipeline?

Among others: An integrated campaign for Mercedes-Benz, an interactive installation, some new ideas for 'Nextwall' – our agency's experimental ground for interactive outdoor advertising.

Other than that, we just started our new Berlin office and will be working hard during the upcoming months to develop it further.

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

I like the works of Hi-Res, North Kingdom and Universal Everything. For campaign ideas and more advertising related works I like agencies like Fallon or Anomaly.

What effect on traffic do your new designs have?

A strong one. Our agency has a strong background in advertising. Therefore, coming up with ideas and designs which raise awareness and traffic is our key task.

Who is your target audience?

This really depends on the project. Sometimes we work for mass market products, sometimes for niches.

What area of web design lacks the most?

We could make stronger use of influences from editorial design and film. They have such a huge experience in how to present information or tell stories in interesting and thrilling ways.

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

Fortunately not. We gave it this uber-hip pixelated nineties look. It totally didn't match the brand it was meant to represent which was an old-fashioned mass market pen maker.

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

No. And no.

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

Our latest project for the Mercedes GLK, which went online just some weeks ago: It involved many aspects of flash that were new to us: for intance a widget using Adobe Air, which regularly delivers videos and other updates on the campaign.

Or an interactive music video where you can interactively 'remix' the video and the soundtrack – a nice new track contributed by 'digitalism'.

Do you think Flash is here to stay?

It gets better and better, so hopefully yes!

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

If you're able to show your talent in another way: Yeah, why not enter the industry without a graduation? (Personally, I´ve never been asked to present my diploma.)

Otherwise I believe that schools with strong relationships to practice are the best way to get you up and running.

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

We just celebrated our 3rd anniversary, so that's not too long ago: Right from the beginning we focussed very consequently on certain types of projects. Projects, where strong advertising ideas meet fascinating technologies.

Luckily, some of our first projects turned out to be real success' and were unusual enough to open the door to new clients, new colleagues and award shows. For instance a dessous campaign using a remote controlled hologram (www.seite1girl.de) or some e-mail games for TV series 'Lost'.

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

To be honest, I stopped designing and flashing when Photoshop just turned 3.0 and Flash turned 2.0.

Advice? Well, don't stop ;-). And talk to others, experiment, make mistakes, learn...

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

The organic chicken for dinner on saturday.

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

Jeans and t-shirts are fine, nothing special.

Any parting shots or pearls of wisdom?

After thinking about it for more than an hour now: uh, no.

It has been a privilege, thanks very much.

Thank you! And keep up the good work with FWA!


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