SPOTLIGHTSurĽoh
Superhero Cheesecake merged the online and offline worlds for the Evert_45 campaign, as a way of
keeping history alive for a new generation
JA: This is perhaps the most difficult
question for me to answer. I’d say it
comes down to focusing on people and
what surprises them. Nobody wants to
see your logo or your company’s mission;
at least not in a physical location. So
leave all the unnecessary branding and
commercial clutter aside and take the
experience to a higher sensorial level.
There’s a lot of hype surrounding AR.
How important do you expect it to be to
your work in the 2020s?
AG: AR has helped mould the real-world
with the digital world. It’s enhanced how
we can interact with technology, opening
the door for new ways we can
communicate with our audiences. I
expect, or at least hope, to see more of it
in my work; it certainly won’t be ignored!
But like anything, it needs to serve a
purpose for me to consider it for a
project. Sure, there is hype around AR,
but deservedly so. There’s no doubt we’ll
continue to see further evolution of AR in
the near future.
JA: As any other tool or technology, AR
has its own life timeline. We’ve seen it
with VR, chatbots, smartwatches,
portable consoles, Google Glasses, you
name it. In some ways they flopped and
in some ways they succeeded; there are
always good takeaways from those
experiences. As a company, we have to
jump on board to make sure we evolve
with the industry. We learn new tricks
to old problems and eventually find the
sweet spot of creativity and innovation.
AR seems to have way more potential
than VR for example, which is why it’s
been better adopted by the masses. In
that sense, we can’t really call it hype.
However, I believe it will morph into
something more seamless and perhaps
more profitable.Why do your sites win so many awards?
AG: Attention to detail, thoughtful
interactions, unexpected moments,
simple solutions to complex problems.
JA: Superhero Cheesecake is known for
good front-end development and high
attention to details regarding motion
and interactivity. Those ingredients will
guarantee you a spot in people’s minds.You’re also known for creating online
games for brands. Do you have any
advice for someone taking on this kind
of project?
AG: Whether it’s a game or any other
project, I always start at the core of a
brand – its essence – and build on from
that. I believe that’s how you createWhat’s on your desktop?
A folder named Desktop and a
screenshot of a Tardigrade.What’s on the walls?
A project road map, 40+ devices for all
our testing needs, a neon sign and lots
of drunk (slightly regretful) photo booth
pics from various nights out.What will you do for lunch?
We’re fancy and get a catered lunch.
Some highlights from today’s menu are
sweet potato, chicken and rice, with a
salad of couscous, baked cauliflower,
feta and other yummy things.What hours do you work?
Hmmm, it depends on the project.
Sometimes when we’re working with
American clients we might need to have
later meetings, so we’ll start a bit later
that day. Monday, we’re punctual for
our team weekly stand up. On Fridays,
we finish early for beers.What else do you do in
the office?
Drink lots of coffee and beer. I’m all
about that healthy lifestyle.How often do you all
hang out?
We have monthly parties, so that’s a
given. But most of us will stay back on
Friday for drinks. Occasionally we’ll go
to creative events together, or take the
afternoon off to visit some galleries.Describe your office culture in
three words
Inspiring. Encouraging. Energetic.ALICIA GOODMANSON
Senior visual designer