During the years I've had the pleasure of being a coder, animator, sound designer and film director which has kept me happy and evolving.

Please give us a brief bio of yourself.

Born and raised in Stockholm, Sweden. I spent most of my youth playing in bands. Then I found out that it wasn't as fun trying to make a living out of it, so I made a living of my other hobby; fiddling around with the computer.

I started off with building educational cd-roms and kids games in director for about 2 years. Then I met a friend on the tube who told me about B-Reel, which he had just started together with two other guys. It sounded like fun so I joined them. Being only four of us in the beginning you really had to develop your skills and do new stuff all the time.

During the years I've had the pleasure of being a coder, animator, sound designer and film director which has kept me happy and evolving. Now 9 years after joining I work as CD at the B-Reel London office.

What do you do for inspiration?

Working with talented people, getting a good brief. Anything outside of work. Exploring a new city. Making music.

Please list 3 of your favourite sites.

radiolab.org, ffffound.com, createdigitalmotion.com

What do you regard as being your biggest achievement?

That's a hard one, project wise I'm really pleased with how hotel626 turned out and how well it has been received. But the real big ones are yet to come I suspect.

What software could you not live without?

Rhythm tengo gold or whatever I'm playing at my DS for the moment. Ableton Live and I guess the browser is useful too.

What projects do you have in the pipeline?

Chlorophyllo.com just plopped out of the pipe. As usual we can't say what's in production until it's done, but I promise you it's awesome stuff.

What effect on traffic do your new designs have?

If we did it right people are staying long, coming back and telling all their friends.

Who is your target audience?

Depends on the project, we don't have a set target.

What area of web design lacks the most?

Sound design and feelings.

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

No books, but I have done a few records, none of them is about design or flash though.

Do you think Flash is here to stay?

Yes it will definitively be around for a while longer. But then there will always be new interesting ways of reaching your audience and if that's not flash based we'll be there too.

It's not the technology that makes the production, it's the ideas and the execution. But it really helps having a standard though, so you can reach your audience.

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

Schools are probably good for most people. You get time to try stuff, figure out what you like and it's a great way to start building your network.

I found that a lot of people think that you go to school to get taught, but you have to teach yourself, which you could do anywhere if you're driven enough. And it's not until you do proper work you start learning for real, so courses with long intern periods are a big plus.

I think you still can get into the field without education, as long as you have proof of your skills and interesting ideas, but it's probably a lot tougher today then when I tricked my way in.

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

Delivering great work and taking it a step further than they expected.

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

By being curious and figuring stuff out. When you see something you like or something you're impressed by, try to do it yourself, or at least learn how they did it.

If you know how to produce the stuff that's already out there it's much easier to take it a step further and invent your own stuff.

And I also think that in order to be really good at something you really have to love it and enjoy it. If you do, it will come to you.

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


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

I'm more into no labels.

Any parting shots or pearls of wisdom?

You can see a lot by just looking

It has been a privilege, thanks very much.

Thank you, it was my pleasure.



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