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校對(duì): Vivian Peng@dmunion.com

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好作品千千萬萬，不過那些能觸發(fā)興趣，深究其背后故事的，或許寥寥無幾，但Resn絕對(duì)是其中之一。無論是FWA，OneShow，Webby還是其他國際獎(jiǎng)項(xiàng)，我們都能從來自美英法這幾個(gè)出產(chǎn)創(chuàng)意的老牌大國中，看到Resn/NewZealand的大名。

要如何形容Resn才貼切？從極具強(qiáng)烈Resn風(fēng)格的官網(wǎng)(www.resn.co.nz)和作品中，你就能得到答案。值得一說的是，Resn自身也喜歡制作一些帶有實(shí)驗(yàn)性質(zhì)的項(xiàng)目，從Threaded(link)開始到和Google+合作的Face Arcade，我們看到的不只是天馬行空的概念與創(chuàng)意，還有各種新技術(shù)，新趨勢(shì)的融合，正是創(chuàng)意+技術(shù)這樣的簡單組合，讓我們產(chǎn)生了對(duì)Resn團(tuán)隊(duì)更進(jìn)一步了解的想法。

Rikki Campbell，這個(gè)在自我介紹中注明了“喜歡可持續(xù)性的產(chǎn)品，whisky以及新西蘭本土動(dòng)植物”的Resn創(chuàng)始人兼總經(jīng)理認(rèn)為，Resn是為了能夠讓更多制作精良，令人難忘的作品的誕生而誕生的。這是他和同樣身為創(chuàng)意總監(jiān)的Steve Le Marquand，在10年前創(chuàng)立Resn時(shí)的共同初衷。

Rikki負(fù)責(zé)了Resn早期大部分作品的設(shè)計(jì)與美術(shù)指導(dǎo)，就像初創(chuàng)企業(yè)家們一樣，很多事都需要親力親為。

Q：為什么會(huì)取名為“Resn”？它的背后帶著何種的期望與目標(biāo)呢？

Rikki：關(guān)于名字，我們?cè)肴∶麨椤癛esin”，但發(fā)現(xiàn)這已經(jīng)被使用，所以我們?nèi)サ袅恕癷”。正因?yàn)槿绱耍贕oogle搜索我們時(shí)變得更加容易。

與一群充滿激情、有自己獨(dú)特想法的伙伴一起共事，獲得更多看似無稽可笑不合常理但卻能帶來快樂的傳播創(chuàng)意，這是令我們?cè)谝黄鸸ぷ鞯闹匾?lì)因素。而提到Resn，我希望大家就能聯(lián)想到“驚人，美觀，注重細(xì)節(jié)”這些代名詞，而我們的每一個(gè)作品都可以觸及到用戶，以充滿交互式的體驗(yàn)得到更多的溝通。

1顆心，24顆大腦，48只手臂以及240根手指，是Rikki對(duì)于目前Resn發(fā)展規(guī)模的形容。

Q：介紹一下目前Resn團(tuán)隊(duì)的規(guī)模，以及他們各自的主要職能？

Rikki：目前Resn有兩個(gè)辦事處，新西蘭的惠靈頓以及荷蘭的阿姆斯特丹。我們之間經(jīng)常會(huì)通過網(wǎng)絡(luò)相互溝通，分享信息。如果碰到比稿或者有項(xiàng)目時(shí)，兩個(gè)團(tuán)隊(duì)就會(huì)在一起頭腦風(fēng)暴，獲取創(chuàng)意靈感。如果涉及到項(xiàng)目需要一起合作完成的話，我們也會(huì)尋求最適合的工作方式，但大多數(shù)情況下，我們分工明確。

同時(shí)，每個(gè)團(tuán)隊(duì)的項(xiàng)目進(jìn)展都有即時(shí)的反饋。日后也會(huì)有一些項(xiàng)目需要兩地工作室的緊密地合作，充分利用12小時(shí)的時(shí)間差，來獲得24小時(shí)的工作效率，迸發(fā)出創(chuàng)意的魔法。

Q：回顧Resn之前的許多作品，請(qǐng)列舉出3個(gè)您最喜歡的。

“當(dāng)我第一次把完成的作品呈現(xiàn)給agency時(shí)，即使是我看過無數(shù)次的項(xiàng)目，把說辭濫記于心，我還是緊張得都起雞皮疙瘩了。但即便如此，至今我依然認(rèn)為這是個(gè)絕妙的idea+執(zhí)行的作品。”

Poject：Flash Driving Game
Client：NZTA 新西蘭交通運(yùn)輸局
URL：www.flashdrivinggame.com

“REI的社區(qū)用戶可以通過照片分享他們?cè)趹敉膺\(yùn)動(dòng)中的每時(shí)每刻。網(wǎng)站以時(shí)間軸為中心，1440分鐘等于一整天。純HTML5響應(yīng)設(shè)設(shè)計(jì)，可以跨平臺(tái)瀏覽。”

Project：The 1440 project
Client：美國戶外零售品牌REI
URL：www.rei1440project.com

“Flash的魔法，徹頭徹尾的Resn風(fēng)格。”

Project：Special Surprise
Client：Luke Buda (新西蘭音樂家)
URL：www.specialsurprise.co.nz

Q：Resn似乎很喜歡做一些帶有實(shí)驗(yàn)性質(zhì)的項(xiàng)目，比如Threaded 和 Face Arcade。可否介紹下與Google+一起合作的項(xiàng)目Face Arcade？

Rikki：Google邀請(qǐng)我們參加為期2周的編程馬拉松(hackathon)活動(dòng)，利用Google+Hangouts臉部追蹤API。我們接受了。用我們的臉，不過該如何做？一開始，我們把它想的很復(fù)雜，以至于無從下手。最后我們把答案濃縮為一個(gè)簡單的概念，用“游戲”來表達(dá)。于是我們用4個(gè)小游戲，最終完成此次Google給予我們的任務(wù)。

一個(gè)與人工智能和刺激人類感官相關(guān)聯(lián)的實(shí)驗(yàn)性網(wǎng)站。實(shí)驗(yàn)一開始，你會(huì)感到暈眩，不過在完成4個(gè)階段之后，相信你會(huì)意猶未盡的再體驗(yàn)一次！也正是這個(gè)作品，讓我們了解到了Resn團(tuán)隊(duì)。

Q：Resn把自己稱之為一個(gè)充滿創(chuàng)意的“能量球”，Resn是如何往球里輸送源源不斷的能量？同時(shí)又是如何保持創(chuàng)意的新鮮，讓那些充滿怪誕的想法從雛形開始一步步走向發(fā)生？

Rikki：在我們的工作室中，笑聲扮演著催化劑的作用，有了它就好像出現(xiàn)了一條通往創(chuàng)意之路的管道。如果整個(gè)過程變得嚴(yán)肅那么就會(huì)制造出過度的壓力，經(jīng)常把創(chuàng)意扼殺在搖籃里。與整個(gè)團(tuán)隊(duì)在一起的創(chuàng)意討論環(huán)節(jié)對(duì)于Resn來說是一個(gè)不可或缺的組成部分，團(tuán)隊(duì)中的每個(gè)人都可以發(fā)表自己獨(dú)特的想法，這對(duì)于我們來說很寶貴。

Resn會(huì)仔細(xì)的研究這些來自團(tuán)隊(duì)內(nèi)的不同觀點(diǎn)，尊重每一個(gè)能為項(xiàng)目激發(fā)創(chuàng)造性思維的好聲音，把這些額外得到的細(xì)節(jié)融入到我們的項(xiàng)目中。真正的自我批評(píng)則需要孕育出真正有趣的點(diǎn)子，并不只是形式。

今天我們還在討論如何制作更好的Flash網(wǎng)站，但是第二天HTML5的技術(shù)浪潮已經(jīng)讓你措手不及，考慮著如何加快腳步。對(duì)于這個(gè)話題，大多數(shù)作品都基于Flash技術(shù)的Resn，給出了他自己的答案。

Rikki：HTML5和Flash一樣都是工具，他們既不是一種技術(shù)信仰，更不可能成為生活方式(對(duì)于技術(shù)開發(fā)人員而言)， 這些是我們與用戶溝通的有效手段。無論選擇哪種渠道，能夠?qū)⒆髌返淖罴褷顟B(tài)100%呈現(xiàn)出來，就是最好的答案。

Q：觸摸手勢(shì)，媒體查詢(Media Queries)，響應(yīng)試設(shè)計(jì)，視網(wǎng)膜顯示屏，實(shí)時(shí)網(wǎng)絡(luò)…您是如何看待這些日益成熟的技術(shù)以及他們?nèi)蘸蟮陌l(fā)展趨勢(shì)？

Rikki：這些技術(shù)的開發(fā)為用戶打造沉浸式及移動(dòng)式體驗(yàn)提供了良好的技術(shù)支持，但歸根結(jié)底，這些都只是為了大眾交流互相的想法而建立的一種媒介。如果偉大的想法是依靠新興技術(shù)而成形的，這的確不錯(cuò)！但我認(rèn)為，技術(shù)本身并不能成為一個(gè)偉大想法。

Q：2013年，我們能在layout以及UI設(shè)計(jì)中看到什么新的變化？是崇尚簡單的，還是以app風(fēng)格為主的設(shè)計(jì)，或者是響應(yīng)式設(shè)計(jì)，還是單頁網(wǎng)站…？

Rikki：我無法定義某個(gè)確切的方面，不過簡明單一的溝通與優(yōu)雅的網(wǎng)站導(dǎo)航一直被看作設(shè)計(jì)中的重要點(diǎn)。可是，這些新興趨勢(shì)似乎讓設(shè)計(jì)變得喜愛追求安全，從而千篇一律，讓人有些失望。簡單干凈固然是好，但若顯得呆板而又枯燥，就實(shí)在令人難以接受。

網(wǎng)頁就像一個(gè)游樂場，讓各種想法在里面產(chǎn)生，碰撞，發(fā)酵。我希望自己每天都能被各種意想不到，而又充滿數(shù)字化的想法驚艷到。

說到新興技術(shù)，還有現(xiàn)在我們常掛在嘴邊的移動(dòng)設(shè)備，社交媒體浪潮等，Rikki把這些在”互聯(lián)網(wǎng)世界里創(chuàng)造東西”形容為”在沙子上寫字”一樣——短暫的時(shí)效性。

Q：但是從目前來看，甚至在未來發(fā)展的很長一段時(shí)間內(nèi)，無論是廣告商，代理商或是production house都將會(huì)把重點(diǎn)轉(zhuǎn)向移動(dòng)和社交這塊領(lǐng)域，有的或許沒有制定成熟的計(jì)劃。

Rikki：“因?yàn)槿藗兛偸潜灸艿膶⑦@類新生事物視為‘大事件’來對(duì)待。但說實(shí)話，這類新生事物的確在把創(chuàng)意人天馬行空的各種想法變的可行方面，起到了決定性的作用。“

于未來：

“我希望這些包含了新興趨勢(shì)，技術(shù)以及媒介途徑的大浪潮可以得到發(fā)展，能讓我們從中看到未來的發(fā)展雛形。那些或好或壞的高科技趨勢(shì)概念，能變得無關(guān)緊要。所有的這些都旨在提高改善我們共同的線上數(shù)字體驗(yàn)。”Rikki對(duì)于未來5年內(nèi)做出了如上的設(shè)想。

Q：Resn最新的一期作品“1440 Project”同時(shí)榮獲“site of the day”以及“mobile of the day”，從中看出Resn也在致力于跨平臺(tái)的開發(fā)。你們團(tuán)隊(duì)有沒有自己的一套方法來平衡開發(fā)中會(huì)出現(xiàn)的一系列問題？

Rikki：除去必要的技術(shù)支持，我們會(huì)不斷地完善工作流程，以解決從一開始就會(huì)出現(xiàn)的跨平臺(tái)兼容問題。從項(xiàng)目開始到結(jié)束，相互間的溝通很重要。而我們所做的項(xiàng)目，也會(huì)在內(nèi)部進(jìn)行公開展示，以此獲得及時(shí)的反饋。

幾乎和所有的創(chuàng)意數(shù)字制作團(tuán)隊(duì)一樣，Resn與許多的大型代理商都有過一定的合作。比如和Saatchi & Saatchi LA合作，為Toyota制作的Sponsafier與 The Camry Effect 這兩個(gè)作品, 以及及具藝術(shù)感的商業(yè)項(xiàng)目Hennessy—Never Stop Never Settle。Rikki說，他們想做世界上最cool的項(xiàng)目。

URL: http://sponsafier.resn.co.nz/

URL：http://www.toyota.com/camryeffect/

Q：與代理商自己內(nèi)部的制作團(tuán)隊(duì)相比，Resn有什么明顯的優(yōu)勢(shì)？

Rikki：我想我們團(tuán)隊(duì)的性質(zhì)，從一開始起就定義了不同。我們喜歡做一些與眾不同，驚險(xiǎn)刺激的東西，而這也正是許多客戶所尋求、所渴望的。這樣的“Resn效應(yīng)”讓整個(gè)數(shù)字世界還有我們的客戶品牌，變得更加有趣。正如當(dāng)你全身心的投入到工作中時(shí)，它就會(huì)帶你領(lǐng)略這個(gè)世界。

Q：Resn是如何挑選適合自己團(tuán)隊(duì)的創(chuàng)意人才的？

Rikki：除了必要的專業(yè)技能外，他/她是否擁有正確的態(tài)度，對(duì)所做的工作有極大的激情。

當(dāng)然，我們最看重的還是他/她與團(tuán)隊(duì)的契合度，必須善于融入團(tuán)隊(duì)。Resn是一個(gè)團(tuán)隊(duì)，但團(tuán)隊(duì)里的每一個(gè)人又是一個(gè)單個(gè)體，互相尊重。這對(duì)于創(chuàng)建一個(gè)充滿活力的創(chuàng)作環(huán)境至關(guān)重要。

Q：2012年，Resn選擇了阿姆斯特丹作為其海外發(fā)展的一個(gè)分支。能給我們講講Resn選擇這個(gè)城市的原因嗎？以及Resn的下一步打算？

Rikki：阿姆斯特丹作為Resn邁出的第一步幫助我們接觸到不同國家，地域文化的品牌和agency，從而制作出豐富，帶有特色的作品。這也是我們開始北半球計(jì)劃的起點(diǎn)。下一步計(jì)劃？我們希望能保持Resn的一貫風(fēng)格就好。

Q：由于中西方文化的差異的存在，創(chuàng)意上同樣如此，可以說一下你眼中的“中國創(chuàng)意”？未來會(huì)有在中國發(fā)展的打算嗎？

Rikki：在創(chuàng)意中，文化的差異與多元化，總會(huì)碰撞出不同的火花，強(qiáng)烈充滿野性，又或者是那種不可形容的微妙感覺。這些都造就了另一個(gè)捉摸不透的的數(shù)字世界。中國是一個(gè)擁有巨大潛力的市場，隨著在數(shù)字領(lǐng)域的成長，我們希望未來能與這個(gè)充滿活力，創(chuàng)新的文化有更多的接觸，創(chuàng)造出不同但又真實(shí)的數(shù)字體驗(yàn)。

Resn 2012作品集

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English Original: 

Interview to Rick Campbell, Co-founder and Managing Director of Resn

About Resn:

Q: Please introduce yourself to us briefly.

Rikki: My name is Rikki Campbell and I am the Co-founder and Managing Director here at Resn.Resn was founded nearly 10 years ago with my business partner and Creative Director Steve Le Marquand. We both had a simple collective desire to create stunning, memorable and bewildering interactive experiences.

I designed and Art Directed much of Resn’s early work which broke us onto the global scene including our much loved and at times maligned portfolio website – ResnDotConz. I enjoy sustainable seafood, whisky and native New Zealand fauna and flora.

Q: With what kind of expectations and objectives, you got started with Resn? Is there a different meaning behind the word “Resn”?

Rikki: Resn was birthed from a need to make amazing, beautiful, detailed, interactive experiences that delight our audience.Collaborating with passionate and brilliant people while having fun and spreading absurdity are important motivators in what we do. We build projects that touch people and communicate messages in engaging ways.

We tried to buy the domain for ‘Resin’ but it was already taken, so we dropped the ‘i’ and the rest is legend.

Q: What is your company scale? How many people currently work at Resn? And would you mind sharing the teams major divisions of functions in company?

Rikki: We have one heart, 24 brains, 48 arms, and 240 fingers all working in astonishing synergy to make the web a better place.

We have two digital nodes, Wellington, New Zealand and Amsterdam, The Netherlands. Through the power of the internet we constantly communicate with each other. We often work as one team on creative pitches for agencies and projects. When it comes to production on projects we work together when it best suits the project, but the majority of our work is modular.

We are always providing feedback on each team’s progress on projects. We make good use of the 12 hour time difference to get that mystical 24 hour productivity model happening. Some of our future projects will require both studios to be working closely together to make magic happen.

Mind sharing sounds spooky, I don’t know if I’d like to mind share. Does it hurt?

The Philosophy of Resn’s creativity

Q: Looking back at the many works Resn has managed, could you list 3 that you most proud of?

Rikki: Flash Driving Game (www.flashdrivinggame.com) for NZTA (New Zealand Transport Authority) literally gives me goose bumps when I present this to agencies, even though I know the twist and have seen the project numerous times. I think this is a brilliant idea, brilliantly executed.

The 1440 project (www.rei1440project.com) allows the American outdoor retailer REI community to share their moments outdoors through photography. The site is designed around the 1440 minutes that make up a full day. The site is pure HTML5 responsive design it works across a large range of browsers, tablets and smartphones.

Special Surprise, the site we built for New Zealand musician Luke Buda (www.specialsurprise.co.nz) is pure ol’ school Flash magic. It’s engaging, visually playful, absurd and cheeky – It’s Resn through and through.

Q: We love the project you did like Threaded and Face Arcade. Could you give us a introduction about Face Arcade you co-operated with Google+?

Rikki: Google challenged us to a 2 week hackathon utilizing their new Google+Hangouts face tracking API. We accepted, with our faces, but how?

Simplicity was the answer. We realised, with the timeline being so short, we needed to keep it to a tight easy concept, 1 game. So we decided to make 5.  It was soon agreed that this was a ridiculous expectation to impose on ourselves. We were horrified. Answer, we made 4 games instead.

Answer – Face Arcade (http://facearcade.resn.co.nz/).

Q: How do these so creative and a little bit quirky ideas come from? Where does Resn team find their inspirations? And how about you?

Rikki: We try and make each other laugh, laughter is more often than not the goofy conduit to our creativity. Taking the process too seriously creates undue pressure and can often strangle your creativity and the self-criticism needed to develop truly interesting ideas.

Creative sessions with the whole team have always been important to Resn, everyone has a voice and a unique take on any given idea and this is very valuable to us.

Q: In such a competitive market, how do you manage to surprise and come up with new ideas that haven’t been done before?

Rikki: By presenting a unique voice and brand, investing in Resn R&D exploration, being respected enough to bring a lot of creative thinking to our projects, and going the extra to bring the loving details to our commercial projects, we attract people who are drawn to these qualities and who want to push things in both creative and interactive.

We have also bought a brand new whiteboard which is sweet as!

Web and New Tech Trends

Q: Since the beginning of HTML5, it has always been a hot topic. But we know most of Resn’s works are Flash-based. Can I ask your opinion on HTML5? And looking 5~10 years in to the future, what is the web trend in your views?

Rikki: HTML5 is a tool just like Flash, neither are a lifestyle, or a religion, they’re the means to an end, the end being effectively communicating with our audience.

Put simply we use whatever approach is the best approach for the project. We’re not crusaders, we’re lovers.

Q: Touch and gestures, media queries, responsive, retina display, webfonts, realtime web… How do you think these techniques and technologies will evolve and what will be next?

Rikki: It’s all gearing towards immersion and mobility, but this is ultimately just the delivery mechanism for the communication of ideas.

Ideas are what interest us, ideas are what capture the imagination. If great ideas are informed by an emerging technology, fantastic! But technology alone does not a great idea make.

Put another way: I’ll be happy if I never see another zombie themed game showcasing latest bit of new tech.

Q: What do you think we’ll see in layout and UI design in 2013? Simplicity, app-inspired design, responsive, single page websites, alternative navigation patterns…?

Rikki: Simplicity of communication and elegance of site navigation have always been of the upmost importance to us but here is an emerging trend for safe sameness which is disappointing, clean is fine but clean and boring – Unacceptable and dull.

The web should be a playground for ideas, I want to be surprised everyday by the digitally unexpected… That’s my dream.

Part 2

Q: Mobile device and social media gain a lot of attention, whether advertiser, agency or production house wants get in maybe with a half-baked plan. So what do you think of this phenomenon?

Rikki: It both comes as no surprise and is completely understandable, creating something online is like writing in sand, it’s transitory and there will always be a knee jerk reaction to what is perceived as the new ‘big thing’.

The truth about mediocrity is that it allows the truly remarkable concepts to shine through and the online is no different in this respect.

Q: If we said mobile device and social media were synonymous with the term ‘new media’ in the past five years, what do you think we will see in the years to come?

Rikki: My hope is that the current flood of emerging trends, technologies and approaches will educate and inform our future. Perceived notions of good or bad tech-trends will become irrelevant and serve only to improve our collective online digital experience.

Q: Multi-platform seems a ‘trouble guy’ for developers to deal with. Does Resn itself have a better process way?

Rikki: We are constantly refining our work processes to address issues born from the multiplatform world we live in.Every project we undertake helps inform and ultimately strengthen our process. We achieve this through a democratic review at the end of each project allowing us to openly and honestly critique the work and our approach.

Resn and Resn’s Partner

Q: Knowing Resn is a creative digital partner to some of the world’s leading advertising agencies including Saatchi & Saatchi LA, BBDO NY, Droga5 NY. However, most agencies have their own production team/dept. So comparing to their own, what part do you play during the working process and what is the major advantage Resn has?

Rikki: We do things a bit differently to the usual suspects and lots of clients crave this – we supply the ‘Resn Effect’ to make the digital world, and our clients brands, more interesting and more loved by our audience.

You attract the work you make and the work you put out into the world. We balance large projects, such as our work for Toyota – Sponsafier and The Camry Effect (http:// www.toyota.com/camryeffect/), with our Resn funded, digital drugs such as Threaded (http:// www.resn.co.nz/threaded/) and PULS (http://puls.resn.co.nz).

We are getting a nice overlap with our commercial work and our art in some recent projects such as Hennessy – Never Stop Never Settle (http://www.neverstopneversettle.com/) and Face Arcade.

Q: Does Resn have the criteria to select the partner or project? When choosing, which part does Resn most value?

Rikki: We look for the coolest digital projects in the world.

Others

Q: There is no doubt that Resn is a team with some creative talents. How Resn seeks talents? What is your most required characters?

Rikki: Having the right attitude and the ability to gel with the Resn team is of great importance to us. Resn is a group of people who have all become friends. Everyone gets along and has respect for each other. This is crucial for a vibrant creative environment.

Everyone is interacting with each other creatively on a daily basis. We have recently been calling out for all types of creative freelancers within New Zealand and across the globe. So far the response has been fantastic.

Q: In 2012，Resn has chosen Amsterdam for its new European base. So could you tell us the reason why you choose Amsterdam? And what is Resn next plan?

Rikki: The goal of the new outpost is to bring the Resn approach of creating narratively rich, experiential content and style to interactive media projects, brands and agencies across the UK, Euro zones and the east coast of the USA.

The Amsterdam node has also allowed us to be better equipped to service the northern hemisphere time zone.We also wanted to have an accent and live under the sea.

Q: Because of the difference of eastern and western cultures, creative as well, so could you tell us something about the ‘Chinese creative’ in your eyes?

Rikki: The cultural differences in creative approach can be wild and varied, or subtle and nuanced, providing an exciting and unexpected digital landscape. It’s exciting to see an explosion of unique self expression and vitality coming out of China thanks to an exponential growth in the digital and the online.

Q: Does Resn has plan towards China in near future?

Rikki: Yes. China is a huge market and Resn is genuinely excited about the possibilities of working with such an energetic, innovative and design oriented culture.The prospect of combing our two approaches and sensibilities is where we will create some true experiential magic!