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“A successful campaign starts with team synergy and a great concept”

Lisbon, July 29th, 2016

Felix-NielsenStine Hein and Felix Nielsen are life and business partners and together they founded Relax, we are the good guys (RWATGG) in 2009. The inspiration came about when they were visiting the charming capital of Argentina, Buenos Aires.

Before setting up, the couple had been working for at Sid Lee and AKQA in Amsterdam, and they felt the time was ripe to start their own company.

“We started of with the vision of being a small progressive digital studio rooted in technology, where the model was finding the right people for the right projects through our network of amazing talent. In this way we stay flexible and can easily adapt to projects and local markets,” explained Nielsen and added “The business model aligns very well with us being a couple and our lifestyle as “digital nomads” – we have immense freedom which is reflected in the projects we are involved in and what we are able to deliver.”

RWATGG has expanded its model which now also provides consultancy work for brands and start-ups. The company is also actively building an array of its own products, such as RELAX Dog, RELAX Tools, RELAX Curated, RELAX YO’ga, and RELAX Plants, all launching this year.

Originally from Copenhagen, the couple is now based in sunny Portugal, but their dream is to become true nomads, with a camper van to roll across Europe.

Can you describe your agency in three words?

Disruptive, progressive, digital

In your opinion, what ingredients are key to create a successful digital campaign?

For us involvement is key. A successful campaign starts with team synergy and a great concept that people are excited about – this will get you a long way.

How did you get started in the industry?

I started out as a Flash designer. The Flash platform, output and community was a great driver for what the visual-web (and i parts tech) is today, and I am grateful to have been apart of that.

What is your personal definition of creativity?

Creativity is freedom for both body and mind. The more you allow yourself to just “let go,” the less boundaries you will face which will be reflected in your output.

Are there online publications, professionals, industry leaders you follow?

I think this is a constant shuffle, which it should always be — my twitter follow list gives a pretty good view of who I find interesting in the digital field at the moment (if you ignore the ‘I follow you because you follow me’).

But to put a few down, the always has the finger on the tech-pulse. Then I have been following the FWA since day one, for state of the art web projects. The FWA’s mission is to showcase cutting edge creativity, regardless of the medium or technology used. The level of the projects on the FWAs awards is higher than any other online-awards.

I also follow various reddit forums on subjects like cryptocurrency, deep learning/ml/ai and general web topics.

Which cities outside where you live interest you creatively?

Year around I live out of these cities: Lisbon, Berlin and Copenhagen. These amount for a good potion of interest.
Other cities that I am very fond of are: Osaka in Japan, where the people, style and culture blends amazingly and Buenos Aires, Argentina for it’s varm-blooded vibes. Buenos Aires is where we started RWATGG.

What do you like doing in your free time?

I like being extremely active, moving around as much as possible. This can be both, in the form of running (I’ve done a few ultra-marathons), movement routines, yoga, hiking, biking, surfing what ever get’s my pulse up and metabolic system raging.

The best pension we can give our selves is a happy functioning future body.


Name a challenge your team is currently facing.

A challenge that we are facing is the constant and fast-paced evolvement of technologies, as a team (especially when you are a small team) you are always in the mix of optimising and re-working your current workflow/code-base as well as introducing new technologies. This introduces natural challenges that force you to reflect and experiment as part of your daily routine.

Can you tell us about a project you worked on that was especially successful?

Our re-launch of was a great success. It surpassed all the KPIs. The whole process has been a bliss, and it continues being so – which is most important. It is also a testament that our RWATGG “vision” works, we managed to build a very large platform with only four people dedicated to make it happen.

We recently did a workshop together with IKEA Communication Creative Hub. Together with their internal team of creatives and other creative profiles we used our expertise to come up with a bunch of future concepts for global campaigns. These will be rolling out over the coming months. Sometimes it can be really fulfilling to be a part of the initial concept, let it go and when you see it next it is beautifully executed and ready to fly!

Lastly, I really enjoyed the installation we did together with our partners in Japan (Peace Inc.). This project was for the United Nations as a part of the UN World Conference on Disaster Risk Reduction. In short, the project consisted of three installations, where users could interact using iPads that controlled projected data visualisation onto large screens showing Geophysical effects, Energy, Foreshocks, Aftershocks and Damage during the first 24 hours and up until 2015 – four years after the Great Eastern Earthquake.

In your opinion, what is a digital trend that is here to stay, at least for the relative time being?

Not sure if it started as a Trend. But the wave of software being open source is a big part of the progressiveness we see across the web today, lately with MIT changing their software distribution model to FOSS. The open source strategy is something that has changed the online landscape dramatically; hopefully this mentality will cross over to other industries as a standard.

Where do you see the future of the industry?

I see the trend going towards less advertising and more value in the form of knowledge and brand-involvement.

What piece of advice would you give a recent grad looking to work in digital marketing?

Experiment like if it was your fulltime job.


By Geny Caloisi.

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