.

I’m always aiming to create an experience, something to engage in rather than only use stunning visuals.

Please give us a brief bio of yourself.

Born and raised in Sweden. I’m one of the founders of Farfar and worked as a creative there for 8 years. I’m currently Creative Director at Agency Republic, London.

What do you do for inspiration?

Experience something new. New music, movies, games, art exhibitions etc. Going back to old time favorites and remind myself why I think they are great. Or just randomly browse the internet.

Please list 3 of your favourite sites.

As with most of things I tend to get new favorites from time to time, but currently I really appreciate the following.

TED - Outstanding speakers that shares their insights about our world.

PingMag - Keeps you up to to date regarding the weird and wonderful culture in Japan.

FFFFound - For visual inspiration.

What do you regard as being your biggest achievement?

Founding Farfar together with some old friends and in the process watch digital advertising go from something in the outer rims to becoming the core of brand communication.

Finally starting to grow up and becoming the father of two lovely children.

What software could you not live without?

For everyday work I need Photoshop, Illustrator, iTunes and a web browser. I feel a connection with After Effects since I have used it since it was called CoSA After Effects (back in 1994).

What projects do you have in the pipeline?

A lot of O2 campaigns (UK Telecom Company) and some Smirnoff online and mobile experiences.

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

Design is such a big subject. Anyway here are 3 great design companies:

Pleix - great motion graphics.

Trojka - I saw their stuff at Heathrow Terminal 5. Check out “Cloud” and “All the Time in the world”.

Universal Everything - Always interesting.

What effect on traffic do your new designs have?

I’m always aiming to create an experience, something to engage in rather than only use stunning visuals. By looking at the visitor count for the campaigns I have been involved in this seems to be a good way to reach out…

Who is your target audience?

It depends on the project. I guess you do your best work when you feel personally connected to the target group; no matter if it’s age, subject or love for a brand.

What area of web design lacks the most?

I think the sound design of web sites is very poor at the moment. One reason is of course the lack of decent audio tools in flash. Adobe, please give us a sample player, some real time effects and dead on synchronization.

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

My first site was a series of test pages after successfully managed to compile and configure CERN httpd (The first web server available, around 1992) on the universities Sun computers.

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

Nope. A lot of my friends in the advertising business think that I should. I will probably never find the time needed to write a book…

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

I have never regarded myself as a flash programmer or animator, but I know how to code and I really like playing around with motion design. This knowledge has helped me talking to the flash team and we have found some really nice solutions together.

One of the hardest projects I have been involved in using flash is the multiplayer snow war game for Red Bull “Flakes of Fury”. We created our own multiplayer game server as well. And sadly, it’s not online anymore. The main site is here: Big Air 2004

Do you think Flash is here to stay?

Yes, at least for the next 10 years. Especially if Adobe continues to develop the player for different platforms, like mobile phones. Having a broad distribution of the player is essential.

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

Yes. The most important thing is willpower. If you really want to get into the field… you will.

Spend hours and hours perfecting your portfolio and your future employee will be stunned by your ambition and quality of executions. A clever job application helps as well.

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

Doing kick ass work.

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

The best way to learn is doing a “real” project. It helps if you have a friend or colleague to work alongside as well.

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

An Apple Time Capsule.

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

I guess my uniform is jeans, t-shirts and sneakers. As a failed action sport guy - I spend most of my time in an office instead of outdoors - I like DC shoes, Quicksilver etc.

Any parting shots or pearls of wisdom?

Trust yourself, but be open to other people’s thoughts.

It has been a privilege, thanks very much.

Thank you! Keep up the good work with FWA!


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