How do you keep your finger on the pulse of the latest web trends?

You may find this odd but I have this voice in my head whispering them to me.

Please give us a brief bio of yourself.From Sweden, 39 years old (still going insanely strong). Started out in the very first couple of classes at Hyper Island in the late 90’s, got “drafted” to Lowe and are one of those few being faithful to just one agency.

What do you regard as being your biggest achievement?

Professionally I would say the satisfaction every time you create a piece of work that you’ll see that millions of people out there spends loads and loads of time with. That really is the beauty of the Internet, everything is measurable. You’re never better than your latest job, and that job doesn’t matter if anyone doesn’t sees and spends time with it.  

How many hours do you work each week?

Hours are not important, may sound cliché, but everyone in the creative industry knows that it never shuts off before it’s done. And most often it doesn’t shut off then either. To count the hours are just insane.   

How do you relax or unwind?

Easy one, spend time with my family and my fantastic baby girl.

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

Would move to the south of Sweden and realize some art projects that spend their time to many years inside my head wanting to come out. Would probably not earn a dime on it, but it would be fun and I would be my toughest client ever.

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

Favourite part: Closure of a project. To see it live and be proud that it made it all the way. Too many good jobs are being rejected for all sorts of reasons, but when it’s out there it’s most often the point of no return.

Hardest part: When those good jobs are being rejected and there is nothing you can do about it.

To do when stuck: Get on with it.  

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

Nothing extraordinary. This is the question where one wants to read an answer of a miracle 7 days without any sleep, but I don’t believe in that. There’s a reason that pilots doesn’t flies a plane when they haven’t slept for a couple of days.

What software could you not live without?

Tricky question because most softwares are dependent on another software that it runs on which makes it an endless circle of softwares I couldn’t live without. But in that case I guess Mac OS?

Who is your target audience?

Everyone, depending on the occasion and product to advertise.   

What area of web design lacks the most?

Probably banners. If I ask some of my friends outside the industry they have never noticed or clicked on a banner, ever. That simply is a failure for that medium. But I know it’s hard, there is to many restrictions, try making a TV commercial if someone says it could only weigh like around 40K and only to be seen in the top right corner of the TV.    

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

This year I kind of liked the latest Skittles campaign where you put your finger on YouTube. It shines trough in the digital space being a pioneer in a relieving analogue simpleness kind of way.

Has winning FWA awards helped you in any way?

It’s always appreciated when people notice and like what you do, but aside from this interview, probably not..

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

Unfortunately not, it was made 1997 and was a daily calendar with a funny picture and a line each day. But it’s probably best for everyone, not the least myself, that it’s not online anymore.

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?

That’s the way we do it.

Of all the websites you/your company have produced, which one are you most proud of?

I tend to have the latest job in my mind, and I’m really proud of the direction we are going together with Magnum, most lately with Pleasure Hunt but there is more to come, watch this space. (But saying that I’m also really proud of the job we did for Stella Artois a couple of years ago.) 

Do you think Flash is here to stay?

Don’t know and don’t really care either. It’s what’s coming out from flash and what its capable of that’s the important, not the software itself, and if something replaces flash doing that in the future, that’s fine with me.

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

For sure, it’s all about talent and how dedicated you are. The Internet is overloaded of references and inspiration to learn from.

How do you keep up with the latest capabilities of Flash or do you rely on other members of you team to do this?

I live by the motto that absolutely everything is possible. Luckily and conveniently, I’m not a programmer.

How do you keep your finger on the pulse of the latest web trends?

You may find this odd but I have this voice in my head whispering them to me.

There must be a project that you have always dreamed of doing, what is it?

Nike football.

It has been a privilege, thanks very much

Thank you, likewise.