1First, tell us about yourself, your company, job profile, etc.
We are a small creative design agency based in Copenhagen, Denmark, working mostly with animation and motion design. I am the Managing Director of the company as well as still working hands-on as the creative/art director and designer. My brother and I started the company 12 years ago, and we are a total of 5 people today. As we are a small company and Rune and I like to be hands-on in most of our projects, I tend to work with everything from animating, developing ideas and visual style frames to accounting, lots of client meetings and business management.
2Tell us a bit about your business and what you do.
We are mostly working in the fields of animation and motion design. We work with Danish TV and film production companies, developing concepts for- and producing title sequences -we are also developing and producing animated campaigns and illustrations for NGO’s and larger agencies. We mostly work domestically but would love to work on more global projects.
3Congratulations! As the winner of the 2018 Muse Creative Awards, what does winning this award mean to you and your team?
It is a great honor and a really important step for us, especially as it is a big international award.
An award like this gives us an opening to new clients, and it gives our clients more confidence in our abilities during the creative process and that enables us to deliver even better work -so it’s a win for us as well as our clients.
We believe that we have valuable insight in effective storytelling as well as a high artistic level in our designs, and winning these two Muse Awards gives us a lot of confidence, and makes us make even better work in the future.
4Where do you see the evolution of creative industry going over the next 5-10 years?
I Think we will see even more creative content on a high level coming from single persons and smaller teams. Everybody has access to a huge audience -basically anyone can reach everybody if they are good at getting attention and making something interesting, and that will challenge the large creative agencies and make the marked more open for smaller groups of creatives -and that is a good thing. But this is already happening and the world is changing fast, so it is hard to imagine where we all are in ten years.
5What makes your country specifically, unique in the creative industry?
We are hard working and are used to solving problems and coming up with good creative solutions for small budgets, as the small size of our country means a smaller audience and less means to execute creative solutions. The classic Danish design approach is very minimalistic, but I don’t think the contemporary creative industry is following that path, and nor should we necessarily.
6If you could give one piece of advice to someone considering a career in creative industry, what would it be?
Stop right there and think very hard on it haha. But really I think everybody should think hard about it as you will mostly have to work twice as hard to make it in the creative industry as you will in a lot of other jobs. So you really have to love it, and you have to realize it will be a larger part of your life than just a day job -That is also what I love about it, but it is a challenge -especially when you get a family.
7What resources would you recommend to someone who wants to improve their skills in the advertising industry?
Call me old-fashioned but if you aren’t good at drawing: learn it -and keep drawing, keep that knife sharp. Drawing makes you really see things, see the parts everything is made of, and how you can reproduce this in different more or less abstract ways. So when you draw you are also better at looking at both reality and your work, and you can better analyze it and make the right changes.
8Finally, what is your key to success?
We do our very best all the time, and you have to do that. I honestly think a part of our key to success is that we are very critical of our own work, and that makes us want to do better all the time. I actually remember thinking that the ‘Ride upon the Storm’ title sequence (that won this amazing Muse Platinium Award) was terrible when we had just finished it. It was a mess, the original concept had gotten lost in the process and so on. Now I think we did great, but our next jobs benefitted from that feeling and made us try even harder to make a good creative outcome for our clients.