Profile: Hi-ReS!

One gets the impression that Hi-ReS!'s Florian Schmitt is a perfectionist and is rarely entirely happy with output for which he's responsible. But the soft-spoken German is canny enough not to slate particular areas of the company's portfolio.

"It's normal with creativity to be unhappy with what you've done," he says. "Often it's right after you've finished something that you start to think it's wrong and that you should have done it another way. But then you look at it again and you think, actually it's quite good. It's just that you can get stuck into it, so therefore you're not as objective."

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