I have been interested in interactivity since studying Documentary film-making at Film School. There I became interested in the way in which information is almost universally translated in a viewers head into a story...but not just any story...their story. That is to say that everyone views a particular story differently, subjective to their own experience. This coupled with the fact of documentary editorial leads the interpretation of some information to become very far from the facts.
I became interested in the idea of objectified information and User-led narrative. The basic premis is that the information that is to be published to a viewer is broken down into self- contained and referential blocks. These can then be put into an interactive format which enables the viewer to choose the order in which they read/view them and consequently allows them to create their own story and interpretation.
While this approach is still subject to some base editorial constraints, it provides greater freedom of interpretation and forms the conceptual underpinnings of almost all of the interactive work that I have undertaken during my career...