Adnext2012	  |	  jus/n	  spra3	  |	  quirk	  
A thought experiment:Try and think of an adcampaign that could notbe made better by digital                        jus/n	 ...
<video:	  rei	  animoto>	                                   jus/n	  spra3	  |	  quirk	  
So whatdoes this mean?            jus/n	  spra3	  |	  quirk	  
meets   MadisonThe Valley                     Avenue                               jus/n	  spra3	  |	  quirk	  
FaceoffGeek Creative
Shit. Thatwon’t work.  Will it?              jus/n	  spra3	  |	  quirk	  
The truth isthese two types of peopleare actually not thatdifferent                        jus/n	  spra3	  |	  quirk	  
Their sharedpsychographic:1.  Hacker (make-better) mentality2.  Strong desire to create stuff3.  Ability to think abstract...
So whatdoes thismean for clients?            jus/n	  spra3	  |	  quirk	  
You will be seeing Developersand User Experience peopleat briefing sessions andpitches increasingly                        ...
Whatdoes thismean forAgencies?            jus/n	  spra3	  |	  quirk	  
Creative Directors will growout of the Developer andUser Experience disciplines.                           jus/n	  spra3	 ...
You will, in time, employmath majors and statisticians.You will employ people withdeep social sciencesexperience.         ...
In the US we are seeing“Interactive Creative Directors”Essentially people with developer oruser interface design experienc...
Oh. And your production complexityjust increased by an order ofmagnitude.                                jus/n	  spra3	  |...
Collaboration Mind-Woodstock                               jus/n	  spra3	  |	  quirk	  
“The Minimum      Viable Brief”jus/n	  spra3	  |	  quirk	  
Agile Production                   jus/n	  spra3	  |	  quirk	  
Letting data  inspire acreative brief                 jus/n	  spra3	  |	  quirk	  
Hackathons             jus/n	  spra3	  |	  quirk	  
Iterating Creative“Always in Beta”                     jus/n	  spra3	  |	  quirk	  
“Most advertising is still oriented around a        ‘launch and leave it’        As marketers get deeper into platform & a...
Any sufficiently advanced technologyis indistinguishable from magic                           Arthur C. Clarke             ...
Thank you          /fin.twitter.com/justinspratt
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Art & Code

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Allow data to start inspiring creative solutions to briefs

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Art & Code

  1. 1. Adnext2012  |  jus/n  spra3  |  quirk  
  2. 2. A thought experiment:Try and think of an adcampaign that could notbe made better by digital jus/n  spra3  |  quirk  
  3. 3. <video:  rei  animoto>   jus/n  spra3  |  quirk  
  4. 4. So whatdoes this mean? jus/n  spra3  |  quirk  
  5. 5. meets MadisonThe Valley Avenue jus/n  spra3  |  quirk  
  6. 6. FaceoffGeek Creative
  7. 7. Shit. Thatwon’t work. Will it? jus/n  spra3  |  quirk  
  8. 8. The truth isthese two types of peopleare actually not thatdifferent jus/n  spra3  |  quirk  
  9. 9. Their sharedpsychographic:1.  Hacker (make-better) mentality2.  Strong desire to create stuff3.  Ability to think abstractly jus/n  spra3  |  quirk  
  10. 10. So whatdoes thismean for clients? jus/n  spra3  |  quirk  
  11. 11. You will be seeing Developersand User Experience peopleat briefing sessions andpitches increasingly jus/n  spra3  |  quirk  
  12. 12. Whatdoes thismean forAgencies? jus/n  spra3  |  quirk  
  13. 13. Creative Directors will growout of the Developer andUser Experience disciplines. jus/n  spra3  |  quirk  
  14. 14. You will, in time, employmath majors and statisticians.You will employ people withdeep social sciencesexperience. jus/n  spra3  |  quirk  
  15. 15. In the US we are seeing“Interactive Creative Directors”Essentially people with developer oruser interface design experience jus/n  spra3  |  quirk  
  16. 16. Oh. And your production complexityjust increased by an order ofmagnitude. jus/n  spra3  |  quirk  
  17. 17. Collaboration Mind-Woodstock jus/n  spra3  |  quirk  
  18. 18. “The Minimum Viable Brief”jus/n  spra3  |  quirk  
  19. 19. Agile Production jus/n  spra3  |  quirk  
  20. 20. Letting data inspire acreative brief jus/n  spra3  |  quirk  
  21. 21. Hackathons jus/n  spra3  |  quirk  
  22. 22. Iterating Creative“Always in Beta” jus/n  spra3  |  quirk  
  23. 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. 24. Any sufficiently advanced technologyis indistinguishable from magic Arthur C. Clarke jus/n  spra3  |  quirk  
  25. 25. Thank you /fin.twitter.com/justinspratt

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