.

Please give us a brief bio of yourself.

Moved to New York about 6 years ago, to marry my wife Kat, and tried my hand at marketing. Before NY, I had dabbled with a little writing here and
there but mainly worked with my friend's company Less Rain, dreaming up ideas and making a couple projects. A week into my first NY job at Dotglu, I
was asked to help out this guy Jonas, who was working in Dotglu's partner agency, KBS+P. We won a lot of business very quickly, forming our own
little unit and feeling a little out of place. Jonas and Liron Reznik went on to found SKINNY (now, VITRO) and I'm the Creative Director there.

I spend most of my time figuring stuff out: concepts, value propositions, websites, ads, whatever. Everyone at our agency does many things. Someone (Tim Brown?) once described these kind of people as "T People". I'd describe my colleagues more as Yen People - ¥.

What do you do for inspiration?

Watch a lot of people, absorb a lot of pop culture, play a lot of games.

Please list 3 of your favourite sites.

YouTube – hands down the best music discovery resource out there, for vinyl detective work.
eBay (& auction sniper) – where the detective work pays off
kittehcitteh – where characters from The Wire live on, as cats.

What do you regard as being your biggest achievement?

Coming over to NY and starting a family. Work-wise, making myself pursue something I genuinely love doing. I don't really consider anything as big
achievements, but one personal favorite was creating a game about 7 years ago with Less Rain for BBC Schools. It was an adventure game aimed at under-
performing 13 year-olds with their language classes, set in an airport taken over by vampires – Die Hard meets Buffy meets Hobbit for the C64.

How do you relax or unwind?

Mostly video games, wine and music.
Top 3 Games (pre-Skyrim):
1. Dark Souls
2. Little Big Planet
3. Final Fantasy IV (PSP)
Top 5 Turntable plays (as of this morning):
1. Hazze Hep – Snow (Karusell)
2. I Was Made To Love Here (Solo)
3. In-A-Gadda-Da Vida – The St Thomas Pepper Smelter (Virrey)
4. And I Was Blue – Sunforest (Deram)
5. I Don't Think I'll Ever Love Another  – Darling Dears (Flower City)

If you weren't working on the internet what would you be doing?

Writing & directing films, producing records, or maybe working in gaming.

What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?

All of the above during the concepting phase. Creative thinking/strategy is our thing more than anything else, so we spend a lot of time concepting. So
when the right ideas don't come out you go home really fucking annoyed. But it's all part of the process and the next day or day after you'll get it - it's all
part of the same process.

What's the longest you've ever stayed up working on a project?

I once worked on something for 26 hours straight. It was a BMW project, nothing came of it, get some sleep.

If there are any pivotal experiences/decisions you could point to that helped shape your career, what would they be?

Just going somewhere else, somewhere different and deciding who you're gonna be today. My wife and my new location gave me the confidence I
needed to act on my belief that you should only do what you want to do. That might sound a bit privileged, but it's not. If you do what you want to do,
then you'll enjoy it because the thing you're doing will be good.

What software could you not live without?

Dunno about software but I love my Wacom for sketching out ideas.

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

Three I admire are Ideo, Big Spaceship, Braun from the 70s.

Are there any websites that have shone through as being pioneering in the last 5 years or so?

Hulu, World of Warcraft, Chat Roulette

Has winning FWA awards helped you in any way?

The People's Choice award was a nice way of finding out that actual people actually liked what we did. It's a clue that we're thinking in the right direction at least.

Are there things you do OUTSIDE of work to ensure that you are in the right mindset to be creative and/or successful in whatever you are doing?

Just paying attention to the world around you, keeping a healthy amount of cynicism so as to avoid BYB syndrome (believing your own brief).

What was the last digital effort you saw (or were a part of) that used social media in a way that really made sense. Why?

Burberry tweets from Fashion Week. Simple, relevant, challenged conventions.

The web is getting out of the web. Do you find that thinking in digital solutions alone hinders you? Do you feel the urge to solve the problem using all mediums necessary?

Of course, and you should meet challenges via any means – mediums, canvases, aren't important, getting it right is. We shouldn't even see briefs as
problems either, they should be seen as opportunities to do something above and beyond whatever incremental change solving a mere problem
brings. At Skinny, our best work has always come from not solving a problem but from ideas bigger than the initial brief.

Looking 10 years in to the future, how far can websites go?

Very, very far. By then I imagine all content should be fully socialized objects by then, so websites won't look or behave like the websites we know today.

Do you think Flash is here to stay?

No idea. It's just a tool (no offense intended to Flash masters out there).

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

Any kind of creativity in school can only be a great thing. Everyone should be allowed to spend a couple years messing about in a creative
environment, I believe that's important for anyone, whatever you end up doing for money, and it's a real shame that it has become very hard to do that
nowadays. Can someone do well without educational experience? Of course, people are doing that all the time. I personally would never judge
someone based on educational experience, it's one of the reasons why I left the UK.

What would be your ultimate vehicle to travel in?

First choice would be no vehicle at all, just my molecules zipped up, beamed, unzipped. Second choice I'd settle for Darth Vader's old TIE fighter.

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

Cardigan from Adidas Slvr. That's a really big deal because I never buy clothes and it spells the end of the disgusting hoodie I've been wearing every day
for the last 2 years (though I haven't worked up the courage to wear it yet).

It has been a privilege, thanks very much

Cheers


hr
Passport Pic
Passport Pic

Other passport pic
Other passport pic

My little LBP level

FWA People's Choice Winner 2010
FWA People's Choice Winner 2010

Last birthday card I made

Recent work for Aldo, FWA site of the day, the other day
Recent work for Aldo, FWA site of the day, the other day

Some of this morning's spins
Some of this morning's spins

much debate at the office
much debate at the office

sketchy thinking
sketchy thinking

more sketchy figuring out
more sketchy figuring out

Sketchy in colour
Sketchy in colour

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