Monday, May 18, 2009

No Fool

Q: Introduce us to yourself and your company.
I am Kathrin Spaak. Producer at Perfect fools. “Perfect Fools is an award-winning international digital creative agency. We deliver interactive and integrated online campaigns that captivate target audiences, challenge expectations and get results.”

Q: Interactive Producers come from all walks of life, they are a hybrid of talents, tell us about your background and how you got interested in digital production?
Background; Studied and worked in film and TV production where my interests for telling a story grew.

Studied and worked as an html programmer. Learned about the deep, sometimes dark and interesting minds of programmers and designers.

Studied sociology. I think everybody who works with people should read a few points in this subject. I’m very interested in how peoples minds work, their habits, their actions, their dreams and how they interact within their context.

All these ingredients put together plus the need for being a part of the main decision making finally made me a producer, it fits my personality perfectly.

Q: How do you stay on top of emerging technologies and keep your team informed and motivated?

I listen to the people in the office who sleep in Star Wars pajamas, talk Klingon, and colour things in when they are sitting on the toilet.
It is these people who help me understand where we are going and I act as interpreter when clients talk powerpoints and my people talk grids, kerning and USS Enterprise.

High heels and a stick works well for the team motivation, whose life consists of pixels.

Q: What does your ideal client/project look like?
Mature woman in her prime, looking for a dedicated man with brown eyes and lots of money.

He allows lots of freedom and loves to experiment and has a lot of faith. If you are the one, I will make your dreams come true.

Q: How do you educate your clients and set realistic expectations for a project?
Most of the education comes when we have to explain to the client why something is not possible at the time or when we give them different alternatives and the arguments for these. Then if you feel that you have to bring the ABC of the Internet book, we do just that. Most important is to have constant communication and listen to what the client needs. And also have the ability to sense when the client needs education even though they might think they don’t.

A pre-study is a good start to set the right expectations both for the client and for ourselves.

Q: What was the best project you have ever worked on?


Found a dedicated man with Brown eyes and French accent and big wallet.

He had a lot of faith, dedication and will for experimenting.

Thanks Diego.

Q: How many projects are you comfortable producing at one given time?

It all depends on the size of the projects.

One big and a few small at the same time is good.

Q: What does your dream production team look like?

Look at the staff list on

Q: How do you ensure that your client's best interests are met?

By listening to the best professionals in this industry.

Both from our side and from the client side.

The clients knows their product best, we listen to them and they listen to us about interactivity and communication.

Q: What is your vision of what the next phase of our industry is going to look like?
I am not interested in a vision i'm only interested in here and now. This is the industry of change anyway.

Q: Please share a snippet of wisdom that you would like to impart on our readers.
Anything that can be digital will be digital.

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