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

JS: They can go anywhere with infinite scrolling. Anywhere man.

Please give us a brief bio of yourselves.

JS: I’m Jacob Sempler, creative at Goodby, Silverstein & Partners. Grew up in Sweden. Went to Miami Ad School, (NYC & SF) and Berghs School of Communication before that. And that’s my life up until today, kinda.  

ETHej hej, I'm from Sweden and work at Goodby, Silverstein & Partners.

KB: I'm (a girl) called Kris, currently working as a Creative at GSP in San Francisco. My interest in advertising really started with Adbusters, the Vancouver anti-ad establishment who blamed the industry for consumerism; through advertising, of course. Then I went to an art school (ECUAD) and a tech school (BCIT) and finally a digital school (Hyper Island).

What do you do for inspiration?

JSI watch people. Online and IRL. That sounded more creepy than I meant it to.

KB: Projects without briefs. Spotify playlists. Ask other people what they do for inspiration.

Please list 3 of your favourite sites.

JSGoogle, Twitter, Tumblr.

KBdribbble.com, ffffound.com and a day doesn't go by without being sent a link from http://thisadvertisinglife.tumblr.com/

What do you regard as being your biggest achievement?

KB: Doing something I enjoy as Work definitely counts as one. 

ET: Doing 11 months of Swedish military service.

JS: As paperwork is probably the worst thing I can think of, it must be my American Work Visa.

How many hours do you work each week?

JS: Anywhere from 50-80 hours. 

ET: The same. 

How do you relax or unwind?

JSI do absolutely nothing for 20 minutes every morning. In other words, I meditate, but I prefer calling it ‘doing nothing’.

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

ET Working off the internet.

KB: I'm not sure if such a job exists anymore...

JS: I don’t think you can separate the two. So, I’d probably be unemployed without my beloved Interwebz.

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

ET: Favorite part: When an idea hits you. Hardest part: Try to come up with an idea. What do I do when I get stuck? I try to stop thinking about the problem.

KB: Concepting, or talking with someone until finding an idea, is always pretty great. I think the hardest thing is to force the creativity, ie. deadlines. And that "stuck" feeling just means go do something different for awhile.

JS: That very moment when you spark a great idea. That sad, sad moment when that idea dies. I get a coffee.

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

ET: 48 hours.

JSWay too long and nothing to brag about. Go to bed, kids, it’s good for you.

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

JSA few years ago me and my best friend Martin moved into the woods to find ourselves. I didn’t find shit. Three months later I decided to pursue a career in advertising. Still unsure exactly where that calling came from.

KB: Hyper Island, and continually trying out the next best thing to come along. But it's mostly people who have been pivotal for me. It's really true: I wouldn't be anywhere without all the great people around me.

What software could you not live without?

JS: Spotify.

KB: Definitely Dropbox and iCal.

How many projects does your company juggle at any one time?

ET: Too many to count.

In terms of software, is there anything new you have been playing with lately or that has impressed you?

iOS is obviously not software, but it’s made a lot of incredible software possible. A particular one from last week: Outbox is an app that delivers your postal mail digitally to your smartphone. I’m embarrassingly excited about this, cause I hate paper. 

Who is your target audience?

ET: It's really hard to say as it depends so much on the client.

What area of web design lacks the most?

KB: User experience. And typography.

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

KB: Wilderness Downtown still seems to come up weekly as a reference. Experiences don't really get old, or at least not how we remember them.

Has winning FWA awards helped you in any way?

JS: This is my first one, and I’m truly, truly honored!

When dealing with major clients, how difficult is it to meet the needs of such wide target audiences?

ET: It can be pretty difficult. Some audiences might not appreciate a certain type of humor or be digitally savvy enough to partake in a digital campaign. This can lead to a campaign becoming bland. But I think an idea that rings true at its core usually works well with all audiences.

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

JS: It looked like Angelfire and Craigslist on crack. But, not in that good, ironically ugly way. Fortunately it’s nowhere to find online. 

KB: It was built purely in Flash and said "hi I'm Kris; look-how-everything-is-moving."

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

JS: I haven’t, but would absolutely love to write a single-serving one. 

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?

KB: It has to start with taking care of yourself, doesn't it? Eat well, sleep well, feel well.

JS: Everything you do outside of work ensures you stay creative.  

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?

ET: 'The Instagram Menu' for Comodo. It made use of a widespread behavior in such a simple way. Genius! 

JS: Every successfully funded Kickstarter ever.

KB: There was a site around Valentine's Day this year in Sweden called "Anonym Nätkärlek" (Anonymous Netlove): http://www.anonymnatkarlek.se

The idea was that there's too much hate and not enough love on the Interwebs, so the site was a service that would send your untraceable love-note to someone you choose. 

Simple, and well-timed. And wouldn’t have taken off unless it had been spread on FB like it did.

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?

KB: Yes! I think things are moving towards this quickly, and necessarily. All forms of media are changing and becoming intertwined, so it doesn't make sense not to think of them as a whole. That being said, the problem itself should dictate the proper medium.

JS: Thinking should just be thinking and not categorized into digital or traditional.

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

JS: They can go anywhere with infinite scrolling. Anywhere man.

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

JS: A personal one I launched with Emil Tiismann and Azin Ashourvan last Christmas. 24gra.ms, an Advent Calendar on Instagram. Good times. 

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

ET: I think that often we assume we have to take the traditional route because it feels like the right thing to do. In retrospect, I think I could have learnt just as much online as i did at school, if not more. But I think the most important part about school is meeting people. 

If you were a student entering this industry or an aspiring FWA award submitter, what advice would you give them?

JS: Advice can only get you so far. Surround yourself with positive, successful people who are smarter than you. 

How difficult do you find employing the right people in a world where everyone calls themselves a web designer?

JS: I wouldn’t know anything about this, but I look forward to the day when I start employing people. 

What would be your ultimate vehicle to travel in?

JS: Segway. Wearing a suit and tie.

What country excites you the most in terms of innovation?

ET: Japan.

JS: Home Swede home.

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

JS: I can't share that, yet.

What are you excited about learning next and is there a long term challenge you are considering tackling?

JS: Get better at coding.

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

JS: A ticket to NYC.

It has been a privilege, thanks very much

KB: Thanks!

JS: Thanks a ton!

ET: Thanks, it's an honor!



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