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Fredrik Heghammar & Joe Coppards Launch Creative Tech Shop Another Tomorrow



Stockholm-based shop looks to make waves with its 'productive failure' approach

Fredrik Heghammar & Joe Coppards Launch Creative Tech Shop Another Tomorrow

'Fail fast, not big' could be the mantra for Fredrik Heghammar and Joe Coppards’ new creative tech shop Another Tomorrow, based in Stockholm, Sweden.

The shop will help businesses explore the intersection between cutting-edge technology and storytelling through prototyping and interdisciplinary collaboration. In other words: making it easier to explain, visualize, and bring ideas to life.

But at Another Tomorrow, prototyping will not only be used as an efficient way to show proof of concept. It will also work as a tool to give you insights in what about your product that works, and what doesn’t, at an early stage in the process. A method Another Tomorrow describes as “productive failure”.

“Everybody’s talking about the importance of ‘failing fast’, but no one really knows how to do it; most organizations aren’t set up to work that way. We’re here to guide them through the process and make sure to maximize creativity whilst minimizing time and money. In today’s world, it doesn’t t make sense to spend months and millions on creating products and services that don’t turn out the way you wanted them to.” Fredrik explains.

Both him and Joe have a lot of experience when it comes to creating interactive experiences and digital communication for big brands. Fredrik spent his last two years at Google Creative Lab and Anomaly in New York, and before that worked at pioneer companies like Framfab, Abel&Baker and Perfect Fools in Stockholm.

Joe is a master innovator, facilitator and prototyping specialist from London. As the founder and Creative Director at Protothon, Stockholm, he’s explored hackathons as a way to forge the future of brand communication and collaborated with brands like Absolut, Google, Nike and Spotify.

The two of them met at Berghs School of Communication where Fredrik was responsible for the Advertising Program as Program Director and Joe now teaches prototyping.

“Our respective backgrounds have given us an extensive network that will be a big part of Another Tomorrow. It’s been proven over and over again, that collaborating over multiple different disciplines is key to create groundbreaking ideas.” says Joe.

That’s also a reason for why Another Tomorrow will stay completely independent; to be able to work and collaborate with everyone. Within as well as outside the communication industry.

Joe sums it up:  “Ideally, we’ll make an application for an advertising agency one day and work on a solution to a parking problem in San Francisco the next. We want to help schools, cities, agencies... anyone who needs to visualize and test their ideas. We believe that everything can be prototyped.”

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