codegent is a full service web development new media agency, based in clapham, london, uk, that delivers well-designed content managed sites, microsites and flash games supported by robust technology and integrated marketing solutions including search engine optimisation, pay-per-click and html email.

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Flash isn't dead, long live HTML5

Posted by Luke Hubbard on 17 June 2010 at 01:52 PM
Categories: Musings, Online Innovation, Codegent College, Mobile
Luke Hubbard
Luke Hubbard
Technical Director
BLOG: Flash isn't dead, long live HTML5

Shock horror Flash doesn't work on the iPhone or the "magical" iPad. Steve Jobs has declared its death, and decreed that it's not worthy of inclusion in Apple's market leading mobile platform. Dropping Flash in favour of HTML5 is akin to replacing floppy drives with CD-ROMS we are told. You don't need it, you will be better off without it, it's time to stop living in the past and embrace the future. Naturally Adobe (the makers of Flash) aren't too happy about having the door slammed in their face. Adobe tried launching a campaign online but were forced to accept they have lost the battle. However the war is only just heating up; Google's latest phones support both HTML5 & Flash.

The controversy has been fodder for bloggers, sparked flame wars between fans, and led to an awful lot of FUD (fear uncertainly and doubt) being spread online. This puts many of us in the industry in an odd position. For years Apple and Adobe have been the pillars of the creative industries. As developers and designers we have a love hate relationship with both companies. Designers need photoshop to get their work done, yet vent about it online. Developers love apple hardware, but have a hard time accepting the App Store's restrictions on how they can write their apps.

Which side are you on?
Despite what you read online I don't see a major split in the web community between HTML5 and Flash or between iPhone and Android for that matter. On the contrary, I see lots of overlap. In our industry it pays to have multiple disciplines. Lots of the popular games for the iPhone are written by people who are also Flash game developers. The people doing the cool 3D demos in HTML5 are often the same people who pioneered 3D in Flash. Those of us working on the cutting edge do not erect walls between technologies, we tear them down.

Flash has a long history of bringing innovations to the browser: animation, fonts, audio, video, 3D, and networking to name just a few. Recently we have noted interest and momentum building behind HTML5. It's about time browsers had native support for many of the things Flash has supported for years. The 4 "modern" browsers (Chrome, Safari, Opera, Firefox) are competing against each almost daily to take the crown as being the fastest, and most feature complete implementation. Competition is a good thing, after years of stagnation it's an exciting time to be working in the web. If you are stuck using a "legacy" browser (hint: the one with a blue e) do us all a favour and upgrade today, I promise you won't regret it.

Unfortunately outside of cutting edge Mobile web it's hard to fully utilise all the advances offered by these "modern" browsers. The elephant in the room remains every web developers pet hate; Internet Explorer with it's stubborn 50% market share. Even if Microsoft were to support full HTML5 and CSS3 in IE9 (unlikely), we won't see IE7 and IE8 disappear for years to come. Many sites are only just getting around to phasing out IE6. The key strength of Flash has always been that it's cross browser; unencumbered by the incompatibles and quirks that have plagued browsers. With penetration rates hovering close to 100% and a fast upgrade cycle driven by automatic updates it's no wonder Flash has become the de-facto standard for delivering video and rich experiences online.

So where does this leave HTML5 and CSS3?
Some features lend themselves to progressive enhancement, enabling HTML5 drag and drop file uploads or offline storage for those with capable browsers is an easy win. Using the latest CSS3 properties to render nice UIs while still degrading gracefully to support IE can be tricky, but is doable. It doesn't have to be pixel perfect, it just needs to work in older browsers. This leaves those features that you can't degrade gracefully without falling back to an alternative such as Flash. This category includes the much hyped video tag and canvas element.

Video support in HTML5 is still a bit of a minefield, there are 3 different codecs (H264, WebM, and Vorbis) that may or may not work in your browser, some with critical hardware acceleration, others lacking. In order to provide the best experience on the web and mobile you need to encode and deliver the video in multiple formats as well as providing a Flash version for those without HTML5. There are other rough edges too, such as fullscreen support; which depending your browser works differently or may not be supported at all. My advice to clients is to do what YouTube is doing and give users the choice to pick what works best for them.

This brings me to canvas element, a resolution-dependent bitmap canvas, used for rendering graphs, game graphics, or other visual images on the fly. Many of the demos show it being used for amazing Flash like experiences. Unfortunately there are problems here too. when you do a lot of animation and graphics processing you are going to burn CPU. Lots of it. Technology can always be abused at the expense of your CPU, those annoying battery draining banner ads can be rendered using canvas on the iPhone too. Recently Flash player added code to throttle down processing on browser tabs that are not active. I expect a similar feature will have to be added to browsers to control canvas abuse. Then there is the legitimate concern of accessibility, while it can be a challenge to create truly accessible Flash, it is at least possible.

In conclusion
Despite all the challenges I think it's our duty to push for the adoption of the latest web standards. While I may not agree with Steve Jobs reasons for banning Flash from iOS, I'm grateful that the controversy has put the spotlight on HTML5. I take issue with the assertion that Flash is a dead technology, on the contrary I see Adobe continuing to innovate and evolve Flash for many years to come. When noise generated by all the bloggers and fanboys has died down, it will be left to us humble web designers and developers to make all these technologies work for users.

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Coca-who? Codegent & 40|30 at The Gherkin scoop FITC Award

Posted by Nick Woodbine on 28 April 2009 at 11:04 AM
Categories: Codegent News, Press, Awards
Nick Woodbine
Nick Woodbine
Exec Producer
BLOG: Coca-who? Codegent & The Gherkin scoop FITC Award

Is that a Jeroboam of champagne in your pocket or are you just pleased to see us?!!

Last night codegent scooped the FITC Award for Motion Graphics for our work with 40|30 at The Gherkin.

We beat off some really strong competition to win this award as we were short-listed with Coca-Cola and Warner Brothers so a huge congratulations to the codegent team for an amazing job – it makes me really proud!

Next up: the Webbys! You can help us put our trophy cabinet under further strain as there is also People’s Choice Award - you can cast your vote at http://pv.webbyawards.com. Our nomination section is Website » Ballot » Marketplace » Restaurant or click this link to go direct (you have to login first).

I'm off to iron my tux...

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40|30 Receives Webby Nomination!

Posted by Mark McDermott on 22 April 2009 at 06:19 PM
Categories: Codegent News, Awards
Mark McDermott
Mark McDermott
Co-Founder
BLOG: 4030 Receives Webby Nomination

Wow! We are one of only a few UK based agencies to be included in this year's prestigious Webby Awards for our work on 40|30 at The Gherkin.

Hailed as the "Internet's highest honor" by the New York Times, The Webby Awards is the leading international award honouring excellence on the Internet.

"Nominees like Codegent are setting the standard for innovation and creativity on the Internet," said David-Michel Davies, executive director of the Webby Awards. "It is an incredible achievement to be selected among the best from the nearly 10,000 entries we received this year."

In a similar vein to our FITC Award nomination, we also eligible to win a Webby People's Voice Award, which is voted online by the global community. From now until 30 April, you can cast your vote at http://pv.webbyawards.com.

Our nomination section is Website » Ballot » Marketplace » Restaurant or click this link to go direct (you have to login first)

I can't believe it's the second time I am asking this in a month but if you could take a few minutes out to vote for us then I think you improve your chances of a place in Heaven ever so slightly :)

It's an amazing time for us right now and I cannot think of a better way to celebrate our 5th birthday on 1 May! We are so proud of the team that worked on this project.

We fly out to Toronto on Monday for the FITC awards...

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The Gherkin Project is up for an FITC Award!

Posted by Mark McDermott on 6 April 2009 at 08:13 PM
Categories: Awards
Mark McDermott
Mark McDermott
Co-Founder

The following email snippet was joyous music to our ears...

Congratulations!

You are one of the finalists for the FITC 2009 Awards!

Your project: 40|30, The Gherkin, 30 St Mary Axe
Has been nominated in the Category: Flash Motion Graphics

Our Awards show is on April 27th in Toronto and it will be during the show that the winners will be announced. So good luck!


To say we are a bit pleased would be an understatement. It's a great honour to be shortlisted at the awards for such a major flash event but we are up against some pretty stiff competition in Coca-Cola and Warner Bros. Fingers firmly crossed!

But you can help!

In addition to the formally judged categories there is a people's choice award - you could do us a massive favour and vote for us here. We will love you forever and ever if you do!

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When too much flash is too much?

Posted by Matt Jukes on 14 December 2007 at 10:08 AM
Categories: Online Innovation
Matt Jukes
Matt Jukes
Creative Director
BLOG: When too much flash is too much?

A lot of 3d flash is, "Flash for Flash's sake". Often the ability to spin something around, outweighs the consideration whether or not we should spin something around. Here's a great example of how 3D enhances the experience, in fact the experience is so seamless you almost forget that you are operating in a 3D space.

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Importing Quake to Flash

Posted by Matt Jukes on 14 December 2007 at 09:48 AM
Categories: Online Innovation
Matt Jukes
Matt Jukes
Creative Director
BLOG: Importing Quake to Flash

Here's a great video of the new C/C++ importing fuction in the new version of Flash,

I think it might be time to say 'Woot'.

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Just skin deep?

Posted by Mark McDermott on 5 September 2007 at 03:55 PM
Categories: Site Launches
Mark McDermott
Mark McDermott
Co-Founder
BLOG: Just skin deep?

Codegent has launched a series of seven websites under a group umbrella for the rebrand of ICM, Europe’s leading privately owned, full service talent agency, to Independent.

The largest site of the group was for the modelling wing - formerly ICM Models. We decided to move away from flat html and design a richer flash experience that allows the user to fluidly browse through the model catalogue and pick the relevant, or most attractive, for their personalised casting room. The casting couch idea has been phase 2'ed unfortunately!

The re-brand was launched from the web so we hope their new, sexy online presence gets them off to a great start :)

Independent Models »
Independent Group »

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Shhh Sleep

Posted by Mark McDermott on 25 January 2006 at 02:59 PM
Categories: Site Launches
Mark McDermott
Mark McDermott
Co-Founder
BLOG: Shhh Sleep

Round about this time of year, there's nothing nicer than curling up in front of the fire with a lovely mug of Horlicks before heading off to bed.

GSK are so confident of the relaxing nature of their beverages that they have produced a campaign called the Sleep Challenge. Working with Billington Cartmell, we were contracted to create a beautiful flash-based interactive microsite that supported the promotion.

The site allows users to find out more about the products available, request a free sample and recruit their friends to the Sleep Challenge. As well as supporting the above-the-line campaign, the site is also providing feedback on user interests: traditionally a challenge for FMCG brands.

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