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Digital.Creativity Digital.Creativity Presentation Transcript

  • What is digital creativity? Miami Ad School, October 2010
  • Media define creative.
  • Mass Media Creativity.
  • “I regard a great ad as the most beautiful thing in the world.”
  • Creativity = making a commercial art piece.
  • “An idea can turn to dust or magic, depending on the talent that rubs against it.”
  • Creativity = a lone creative genius.
  • “Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.”
  • Creativity = a “kick-ass” creative agency.
  • Summary: Write a funny story. (Package it in a message) Make it look pretty. (Follow the template) Distribute through media. (Make a communication plan) Done.
  • Digital Media.
  • The most creative stuff that people come up with here relationships, interactions, and are new combinations. They connect tools with behaviors, locations, and products. They game mechanics and utilize behavioral dynamics. They draw together networks and systems. They make things visible.
  • Without a template to hold onto, creativity needs a strategy. A plan for a chain reaction.
  • Here is what I mean.
  • Enable/facilitate/ inspire community.
  • Curate/aggregate stuff that already exists on the Internet instead of making something new.
  • Make new combinations.
  • Make stuff visible.
  • Help people do something in the easier, better, and more fun way.
  • Encourage some sort of behavioral dynamics (games, interactions, points, etc.)
  • Fun. But!
  • Why are these examples actually still creative?
  • When media are networked, collaborative, and interactive, the creativity needs to be like that, too.
  • New media require a new definition of creativity.
  • Digital creativity is a plan for arranging elements in such a way as best to accomplish a particular purpose. +
  • Creativity is a medium of behavior.
  • Our job?
  • The true craft today is in creating environments where creativity can flourish.
  • How to make this happen?
  • Six rules to keep in mind.
  • There are no shortcuts.
  • Build Media Behavioral Plan.
  • Enter a decision-making game.
  • Get rid of dead ends.
  • Digital is not about the tools.
  • Think bricolage.
  • Summary: There are no shortcuts. Build behavioral plan. Enter a decision-making game. Get rid of dead ends. Digital is not about the tools. Think bricolage. Done.
  • “It’s never finished.”* *The Social Network
  • Thank You. Diana Hong and Ana Andjelic diana.hong@gmail.com, andjelicaaa@gmail.com @dddiana, @andjelicaaa