Flash to the Core [ILLUSTRATED] (Paperback)

Part one is all about Joshua Davis, the artist: his philosophies, his approach to Flash workflow, how he works with clients, how he explains and explores the world around him through his creative approach to Flash web design, animation and motion graphics.

Part two is about the work itself: 12 Flash-based projects Joshua has created in the past year. Some of these have won awards, others have been nominated for awards. Each project is a narrative and deconstruction, with the code used in the project included and explained.

From the Publisher
It's been interesting to watch the reaction to Joshua Davis's long-awaited entry into the print publishing medium. His icon-like status has provoked so much speculation--"What's going to be in the book?" "How can Josh get into one book everything he's about?" "Will there be a diatribe against Jakob Nielsen?"--that you knew a few people might come away wondering a little bit if Josh gave them what they'd expected.

And I guess that's the thing about Joshua Davis: He rarely gives anyone what they expect; he gives them whatever he has to give them at the moment. For *Flash to the Core*, Joshua had so many directions he could've gone in... and he chose to keep things pretty simple and elemental. People ask him all the time why he does what he does, where'd he get all those .... thought processes; what makes him do this amazing development. How does he write the code. Why doesn't he do the code a different way. Who are his inspirations. Does he like fried bologna sandwiches or sushimi?

As stated on the back cover of the book:

"Some people experience Joshua Davis's work and they shrug and walk away; others experience his work and their lives are never the same.

"Ever put red food coloring in your eyes to see what the world looked like? Ever bake a painting to see how a little chaos and physics can affect art? Ever have a web site freeze you in your tracks, than draw you in for hours? Intrigued? Read this book. *Flash to the Core: An Interactive Sketchbook by Joshua Davis* is much more than motion graphics seen through the eyes of a designer who's in a class by himself. It's a how-to book on making yourself a better designer. Reverse-engineer technology and reassemble it with your own balance of chaos and creative reason, and see what you get...."

This book is Joshua's way of answering so many of the questions he's received over the past couple of years, and his way of showing anyone who's interested how he perceives Flash technology. Yeah, there's very much a teacher at work here (he does teach Flash courses in New York City as well as in seminars worldwide), and most teachers tend to start with the elements before anything. That said, Joshua's handle on teaching the elemental components of Flash is bound to yield some pretty interesting stuff even for more-advanced users. There's truly no other book like this one, because there's no one else like Joshua Davis. New Riders is honored to be his publisher; let me know what you think. Thanks. Steve Weiss, executive editor, New Riders, steve.weiss@newriders.com.

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