- Paul Ruigrok Fotografie B.V.
- canned concept /
- Bart Knook
Paul Ruigrok is a renown advertising photographer around the world. His work for clients like Delta Lloyd, Nikon, Peugeot, Telfort and VW often typified by humor, has more than once lead to such a success that it was his photography that lead to a television commercial where as the opposite is usually the case. Some of his commercial work even was adopted by the art world and exposed and sold in art galleries.
Paul was very much charmed by the title sequence of Spielberg's blockbuster 'Catch me if you can' by Kuntzel and Deygas and thought this was what his portfolio website needed to get more exposure in the Asian market. He wanted his portfolio to be an interactive experience where vistors were pushed to explore and take their time viewing his work.
During the project meetings Paul also explained the need of a way to communicate with his clients asynchronously due to international time differences. Most of his projects required the customer to have an insight on the models, props and locations used in the shoots and a way to provide feedback on these items. Where nowadays cloud services like DropBox would provide in this need there were no usable services at the time.
After watching the title sequence over and over and numerous brain storms we came up with what is now www.roughskirt.com which is basically a virtual duplication of Paul's studio and house in Amsterdam.
During the concepting fase we decided that Paul's virtual home needed a virtual Paul as well (whom you might see popping up throughout the website if he feels like it). We nicked this avatar Roughskirt which is an exact translation of Paul's last name, Ruigrok.
Paul's positive reaction on his avatar and it's nickname inspired us to create the Roughskirt logo which Paul uses as an alternative logo on promotional goods like T-shirts and pins nowadays.
To provide in an asynchronous communication platform we developed a secured subsite. This allowed for Paul to share images and videos privatley on a per client and per project basis. Each posted item allows for both designated clients and Paul to be commented on after which an email alert will be send out. This functionality has aided greatly in day to day operations of Paul's studio.
Bart and I proved to be the perfect team for this project. Both our creative minds, his artwork and key frame animation skills combined with my Flash, front and back-end skills resulted in a website that matched Paul's expectations perfectly. And although tweaked with extra functionality has remained mostly unchanged over the years.