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Art & Code

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Allow data to start inspiring creative solutions to briefs

Allow data to start inspiring creative solutions to briefs

Published in: Design

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  • 1. Adnext2012  |  jus/n  spra3  |  quirk  
  • 2. A thought experiment:Try and think of an adcampaign that could notbe made better by digital jus/n  spra3  |  quirk  
  • 3. <video:  rei  animoto>   jus/n  spra3  |  quirk  
  • 4. So whatdoes this mean? jus/n  spra3  |  quirk  
  • 5. meets MadisonThe Valley Avenue jus/n  spra3  |  quirk  
  • 6. FaceoffGeek Creative
  • 7. Shit. Thatwon’t work. Will it? jus/n  spra3  |  quirk  
  • 8. The truth isthese two types of peopleare actually not thatdifferent jus/n  spra3  |  quirk  
  • 9. Their sharedpsychographic:1.  Hacker (make-better) mentality2.  Strong desire to create stuff3.  Ability to think abstractly jus/n  spra3  |  quirk  
  • 10. So whatdoes thismean for clients? jus/n  spra3  |  quirk  
  • 11. You will be seeing Developersand User Experience peopleat briefing sessions andpitches increasingly jus/n  spra3  |  quirk  
  • 12. Whatdoes thismean forAgencies? jus/n  spra3  |  quirk  
  • 13. Creative Directors will growout of the Developer andUser Experience disciplines. jus/n  spra3  |  quirk  
  • 14. You will, in time, employmath majors and statisticians.You will employ people withdeep social sciencesexperience. jus/n  spra3  |  quirk  
  • 15. In the US we are seeing“Interactive Creative Directors”Essentially people with developer oruser interface design experience jus/n  spra3  |  quirk  
  • 16. Oh. And your production complexityjust increased by an order ofmagnitude. jus/n  spra3  |  quirk  
  • 17. Collaboration Mind-Woodstock jus/n  spra3  |  quirk  
  • 18. “The Minimum Viable Brief”jus/n  spra3  |  quirk  
  • 19. Agile Production jus/n  spra3  |  quirk  
  • 20. Letting data inspire acreative brief jus/n  spra3  |  quirk  
  • 21. Hackathons jus/n  spra3  |  quirk  
  • 22. Iterating Creative“Always in Beta” jus/n  spra3  |  quirk  
  • 23. “Most advertising is still oriented around a ‘launch and leave it’ As marketers get deeper into platform & app development, it’s important that our thinking shifts. We need to get things to market and learn faster. Do it cheaper, leaner, and more collaboratively. Find ways to operationalise hacking & experimentation” Winston Binch, Chief Digital Officer at Deutsch LA Sits on the Google Creative Counciljus/n  spra3  |  quirk  
  • 24. Any sufficiently advanced technologyis indistinguishable from magic Arthur C. Clarke jus/n  spra3  |  quirk  
  • 25. Thank you /fin.twitter.com/justinspratt