We watched those users every day to see if they had made a new film, and if they did, we gave them heaps of attention and tender care.' says Holmlund, who came onboard in 2013 and fell in love with the product at first sight.

Klas Holmlund got the assignment to create a community out of the growing number of dedicated fans, dubbed 'Plotagonists'. As the user base started building, the idea behind a user community was born. The simplicity and ease of use started attracting talented filmmakers of all ages from all across the world. 'Inside this playful screenwriting software may hide the future of filmmaking'.

The publication was impressed with the thought that had gone into making the creation process simple. During this time the app won the Fast Company Innovation by Design award in New York. Plotagon was launched in 2014 and as many startups went through a hectic period of pivots, redesigns and adjustments, during which time the design was changed from a more realistic look to a distinctive stylised cartoon look, with simple shapes and bright, clear colors. But through the technology of Plotagon, as the creator was focusing on the text of their story, the movie is being created at the same time. What Jonathan designed was in essence a blank paper, where the user wrote their story. It is a simple document, written in Courier on a blank piece of paper, but it is the beating heart of fantastic stories we all know and love. For filmmakers around the world, this is the starting point of any story. He looked at the core of filmmaking, the simple film script. Jonathan Hise Kaldma, a Stockholm user experience designer, approached the task with a focus on simplicity. A small Stockholm startup asked themselves if it was possible to give these creatives a whole new medium, in the often technically complex medium of filmmaking and cinematography. These were writers, who told their story through text. What made these particular creatives stand apart was that these were not filmmakers, animators or musicians. Around the world, a new breed of creatives were emerging, telling fantastic stories to hundreds of thousands of readers. Plotagon was originally created in the age of fan fiction.

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