Connecting the Dots / An Agency Blog

The past few months at Engine have found us using frameworks to build all our Flash projects; for obvious reasons. Frameworks allow for a scenario in which we’re building libraries of reusable code. Multiple developers are able to work on the same project in their own “views,” until we need to bring all the code together into the end product. It’s a much more efficient and consistent development experience. There are a lot of romantic scenarios for frameworks to put hearts in the eyes of developers, but as most of us know, they’re not all built the same. PureMVC was great for a time, but it didn’t take long for me to discover its limitations. A great, confident beginning was quickly reduced to writing a hundred lines of the same code to simply wire up into the framework. Which is why, when it comes to frameworks, we’re happy to get some fresh legs in here. Robotlegs, specifically.

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Is Flash on its way out? From where I sit, I can’t imagine it anytime soon. BC Business recently posted an article about the demise of the Flash website due to an increased interest in HTML5. While there are a few points in this article that we can appreciate, the whole Flash vs. HTML5 argument seems to be fueled by a very narrow view of the web combined with the momentum of Apple hype. We’re all for new technologies and advancements in the digital space, but assuming Flash to be irrelevant any time soon make very little sense.

Assuming Flash will disappear this year or even in the next few years is so completely misinformed, I don’t even know where to start. This whole notion, spurred by Mr. Jobs and his crusade for full control of, well, everything, is completely hyped up and based on little to no hard data. I don’t understand how anyone is even listening, let alone participating in the debate.

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There’s a lot of debate over Flash relevance lately, with Apple making a big statement by excluding the ubiquitous platform from its iPad, iPod, and iPhone devices. But the demand from marketers (and consumers), as noted in the recent SoDA Digital Marketing Outlook report, says otherwise.

We say meh! Flash is here to stay. So we’re building up our Flash team with the recent addition of Senior Flash Developer, Daniel Butler, straight from London’s Agency Republic where he held the title Creative Technologist, working for a wide range of clients including Mercedes-Benz, PlayStation, O2, BBC, MTV, Green & Black’s, The UK Government, and EA Games. His work has been widely recognized by global advertising award shows where he’s taken home honors including a Bronze Cannes Cyber Lion, Webby, FWA, and D&AD yellow pencil.

Daniel brings a solid ability for developing smart efficient ActionScript while keeping an eye on process. At Engine Digital he’ll work in both of these areas, while working with the creative team to build smart brand engagements and branded utility. Leading our Flash dev team, he’ll build efficiencies while leveraging new and emerging technology. We’re just happy to have another cool accent in the studio.