Fantasy Interactive

From Wikipedia, the free encyclopedia
Jump to: navigation, search
Fantasy Interactive
Industry Digital Design
Founded Stockholm, Sweden (1999 (1999))
Founder David Martin
Number of employees

Fantasy Interactive (Fi) is a full service digital agency that provides creative, strategic and technologic services to some of the world's most well-known companies. Fi has offices in New York and San Francisco. The company is a worldwide agency with a design-driven philosophy of "Quality over quantity." Their capabilities are listed in three different categories:

Creative: Experience design, digital campaigns, content development, branding

Strategy: Product development, content development, social media, search marketing

Technology: Emerging media, web development, digital installations, content management systems

Fi has approximately 90 employees worldwide. Its staff consists of designers, interactive developers, producers, user-experience experts, business and marketing professionals and freelance consultants. Fi' extensive client list includes Android, AOL, AT&T, Atari, BBC, Burton, CBS, Citi Bank, Coca-Cola, Desigual, DIRECTV, Disney, Ducati, EA, Evite, Fidelity, Fineco, Ford, FOX, Google, HTC, IKEA, Intel, Land Rover, LG, Microsoft, MTV, National Geographic, NBC, Nickelodeon, Nintendo, Nordstrom, Pfizer, Porsche, Redbull, SAS, Sony, Time Warner Cable, Toyota, USA TODAY, Verizon, Vodafone, Wacom and Xbox.


The company's CEO and founder, David Martin, is of Irish descent but was a resident of Sweden for 5 years. In 1999 he began designing for the internet from a garage in Söderfors, Sweden. In 2000 he opened an internet cafe in Tierp, where he started a web design company called Dolphin Ocean. In 2001 Dolphin Ocean changed its name to Fantasy Interfaces and moved to Uppsala, closer to the capital city of Stockholm, where they shared an office with a gaming company called Starbreeze Studios. Just four people strong at the time, Fi designed and developed the Starbreeze website which won The Favourite Website Awards Site of the Year award in 2001.[1]

Fi moved to Stockholm in 2002, and gained Road Runner and Xbox as clients. The company dropped "Interfaces" from its name and became Fantasy Interactive. Fantasy Interactive rewrote Road Runner's website, which secured them a second FWA Site of the Year.[2] After their second award, Fi began to obtain more clients, including Ford and AOL. The company slowly grew in Stockholm to accommodate the demand from new clients leading Fi staff to travel to the US every two months to stay close to their US-based clientele. Fi opened an office in New York City on July 27, 2005.[3]

In 2006, the Swedish newspaper Dagens Industri awarded Fi its "Super Gazelle" prize for the fastest organically growing company in Sweden. DI noted that Fi was seen in the US as a Swedish company, despite being little-known in Sweden.[4][5]

In 2007, Imagine Publishing listed Fi in their list of the 21 Most Inspiring Companies[6] which included Apple, Pixar, Porsche, eBay, Sky, Google and DreamWorks. Later that year, the agency was the first company inducted into the FWA Hall of Fame.[7]

That same year, through its subsidiary Contain LLC, Fi launched a new social media platform called Contain. The platform is used today by Burton Snowboards, Ducati, Porsche and the Irish Government.

In 2010, Fi became the global digital agency of record for HTC.[8]

In April 2011, the agency announced it was opening a fourth office in San Francisco to serve its west coast clientele such as Google, Sony and Electronic Arts. As of 2013, Fi's global offices are located in London, New York City, San Francisco and Stockholm.

In September 2012, Fi unveiled one of the company's most significant client milestones with the launch of USA Today's redesigned website. The work was a year-long collaboration with Gannett and has received positive acclaim with critics describing it as "impressive" and "unprecedented.[9] Industry press like .net Magazine [10] and Web Designer Magazine [11] covered the work for USA Today as use case studies.

In early 2013, Fi debuted other work including Microsoft and IE10's Explore Touch, an HTML5 site that let consumers use touch gesture to mix audio files and create custom sound tracks with the swipe of their fingers.[12] The Nick iOS app for the client Nickelodeon also launched to much fanfare and quickly ranked as the #1 free entertainment app on iPad.[13] The press described it as a "game changer in the kids' TV world."[14]

The latest case study released by Fi is a pro-active exercise that explores the future of the airline website. The experiment has been featured in .Net magazine.[15] Wired,[16] Creative Bloq,[17] Design Taxi,[18] and Adverblog.[19]

Fi recently launched a new digital experience for the product site. They've shared their creative process in a blog post.

Also launched at the start of this year was the agency's much-anticipated "Attack of the Creative Process,"[20] a global creative speaking series that has traveled throughout the world in different cities like London, Stockholm, Moscow, Rzeszow, San Francisco and New York City for the past few years. At the helm of Attack are Fi's two creative leads: Irene Pereyra, Global Director of UX & Strategy, and Anton Repponen, Global Creative Director, both of whom have presented at SXSW, OFFF, FITC and Adobe Live, among other industry conferences. Attack is a signature platform for Fi to examine creative processes within project life cycles showcasing recent Fi examples. Attack has made appearances all over, traveling from Fi offices, to large companies, to universities and major conferences. Usually refraining from posting any Attack presentations online, Fi, in an unprecedented move, posted its full-length 2012 presentation in late February. [21]

Technical skills[edit]

In 2001, Fi introduced the first Flash based 3D-like interaction[22] used in the website for Fido Film. The same website also introduced progressive loading in a Flash based website in which its function proactively loaded swf files into the browser cache to minimize load experience time for the user.[23]

Fi claim that in 2003 they introduced the concept of dynamic deep linking, which served as the foundation for the Road Runner portal which won the FWA Site of the Year and later placed second in the FWA Site of the Decade list.[24]

Interviewed in 2005, David Martin confidently promoted the use of Flash multimedia software, claiming that Fi's Flash websites ran faster than HTML.[25]

In 2010 together with Google, Fi launched a variety of HTML5-driven websites including the award-winning[26]

As of 2013 Fi has moved away from Flash and is producing HTML5 and WebGL work for their clients.[27]


The Nick App, created by Fi for Nickelodeon, won an Emmy Award in 2013 for Outstanding Creative Achievement In Interactive Media.[28], Fi's large-scale redesign of the creative product website won Adobe's The Cutting Edge Award on September 2, 2013.[29]

Google Ramayana, Fi's interactive experience that helped Google launch their Chrome Browser in Southeast Asia won FWA's People's Choice Award in 2012.[30]

In October of 2012 Fi's site redesign for USA Today won the Adobe Cutting Edge Award.[31]

Fi has received almost 50 awards from the FWA, including two Site of the Year Awards, earning them a Top Ten spot in the FWA's "Top 100 Most Awarded".[32]

Fi's work on Google's Project Re:Brief, won them a Cannes Silver Cyber Lion Award in 2012.[33]

In March 2011 Fi won Best Interactive site of the year awarded by Communications Arts for its website created for their longtime client Porsche.[34]

The Webby Awards have recognized many of Fi's projects in categories such as Education, Community, Mobile & Apps and Visual Design. In 2012 Cannes HeatMap won Webby's "Best Use of GPS or Location Technology."[35]

In 2008 Fi won the "Design Agency of the Year" award from .net Magazine.[36]


  1. ^ "TheFWA - Hall of Fame". Retrieved 23 February 2015. 
  2. ^ "Press Releases". Retrieved 23 February 2015. 
  3. ^ Fi, (c) Fantasy Interactive, 2013. All Rights Reserved. "We are Fi – The Multi–Award Winning Digital Design Agency: Our Work". Retrieved 23 February 2015. 
  4. ^ " - Supergasellen erövrar USA - i strumplästen". Retrieved 23 February 2015. 
  5. ^ "Från garaget till prispallen". Svenskt Näringsliv. Retrieved 23 February 2015. 
  6. ^ "Imagine Publishing". Retrieved 23 February 2015. 
  7. ^ "TheFWA - Hall of Fame". Retrieved 23 February 2015. 
  8. ^ [1][dead link]
  9. ^ "Design Envy · USA TODAY website redesign: Fantasy Interactive". Retrieved 23 February 2015. 
  10. ^ "USA Today Featured in .net Magazine". Retrieved 23 February 2015. 
  11. ^ "USA Today Featured in Web Designer Magazine". Retrieved 23 February 2015. 
  12. ^ "Explore Touch with Internet Explorer". Retrieved 23 February 2015. 
  13. ^ "Nick App Ranks #1 In Free iPad Entertainment Apps". Retrieved 23 February 2015. 
  14. ^ "An inside look: Nickelodeon’s new iPad app rises to the top of iTunes". Retrieved 23 February 2015. 
  15. ^ "net magazine - Creative Bloq". Retrieved 23 February 2015. 
  16. ^ "This Is What a Travel Site Should Look Like". WIRED. Retrieved 23 February 2015. 
  17. ^ "Fi creates the airline website of the future". Retrieved 23 February 2015. 
  18. ^ "Agency Creates New & Improved ‘Airline Website Of The Future’". Retrieved 23 February 2015. 
  19. ^ "Reverse pitch process". Adverblog. Retrieved 23 February 2015. 
  20. ^ [2] Attack Lands in the Netherlands
  21. ^ [3] Attack Presentation
  22. ^ [4][dead link]
  23. ^ "Fido". Retrieved 2013-10-08. 
  24. ^ "10th Anniversary of Flash". TheFWA. Retrieved 2013-10-08. 
  25. ^ Fantasy Interactive,, 2005
  26. ^ "Best Visual Design – Function | 2012 | The Webby Awards Gallery + Archive". Retrieved 2013-10-08. 
  27. ^ "Labs - We are Fi - This is our blog". Retrieved 23 February 2015. 
  28. ^ "Interactive Digital Media Programs to be Honored | Academy of Television Arts & Sciences". 2013-08-22. Retrieved 2013-10-08. 
  29. ^ "Adobe / TheFWA | The Cutting Edge award winner |". Retrieved 2013-10-08. 
  30. ^ "Google Ramayana". TheFWA. 2012-07-16. Retrieved 2013-10-08. 
  31. ^ "Adobe / TheFWA | The Cutting Edge award winner | USA Today". Retrieved 2013-10-08. 
  32. ^ [5][dead link]
  33. ^ [6][dead link]
  34. ^ "Communication Arts - 2011 Interactive Annual - Porsche Panamera, Welcome to The Family". Communication Arts. Retrieved 23 February 2015. 
  35. ^ "Best Use of GPS or Location Technology | 2012 | The Webby Awards Gallery + Archive". Retrieved 2013-10-08. 
  36. ^ Fi, (c) Fantasy Interactive, 2013. All Rights Reserved. "Fi – The Interactive Firm". Retrieved 23 February 2015. 

External links[edit]