MDW NY | Scott Prindle_The Role of Creative Technologist
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MDW NY | Scott Prindle_The Role of Creative Technologist

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Scott Prindle presents the role of the creative technologist at BDW's Making Digital Work NY workshiop

Scott Prindle presents the role of the creative technologist at BDW's Making Digital Work NY workshiop

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MDW NY | Scott Prindle_The Role of Creative Technologist MDW NY | Scott Prindle_The Role of Creative Technologist Presentation Transcript

  • Making Digital Work NYCThe Role of the Creative TechnologistScott Prindle, Crispin Porter + Bogusky
  • Moore’s Law“The number of transistors on a chip willdouble about every two years.”Gordon Moore, Intel co-founder, 1965
  • More processing power, falling costs
  • Source: http://www.staps.uhp-nancy.fr/informatique/eniac_fichiers/eniac4.jpg
  • http://www.apple.com/iphone/gallery/#gallery01
  • "The computer in my cell phone today is amillion times cheaper and a thousand timesmore powerful than the computer that weused at MIT when I was an undergraduate[1965]," he says. "Thats a billion-foldincrease. And well do that again in the next25 years.”Ray Kurzweil Source: http://www.newsweek.com/id/197812/page/3
  • More storage, falling costs
  • 5 MB in 1956Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/technology/storage.asp
  • 64 GB in 2010Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive
  • Faster bandwidth, falling costs
  • Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-flashback
  • “The ‘triple play’ of faster, better, cheaper technologies – processing, storage, and bandwidth – all come together online.” Chris Anderson, Free: The Future of a Radical PriceSource: http://www.amazon.com/Free-Future-Radical-Chris-Anderson/dp/1401322905/ref=sr_1_1?ie=UTF8&s=books&qid=1260176820&sr=1-1
  • We’ve shifted from a traditional model
  • To a hybrid traditional/microsite model
  • To a growing digital ecosystem driven by complexsoftware and algorithms
  • This ecosystem combines elements of brand story and brandutility
  • It makes sense then to integrate thosewho live and breath software and utility –creative technologists (programmers) –into your creative and strategic process.
  • The future of advertising?Source: http://www.hulu.com/watch/19050/saturday-night-live-nick-burns
  • Culture clash at first
  • Technologists think in code
  • And think in left-brained, logical, rule-basedconstructs If this condition is true then do this Else do this While this condition is true then do this Do this, this many times
  • And structured data and APIs
  • And speak in a long list of acronyms XML, HTTP, SSL, JDBC, AJAX, CSS, HTML, FBML, SQL, TCP/IP, FTP, RGB, W3C, ASCII, CAPTCHA, COM, API, CPU, CORBA, GPS, DHCP, XHTML, CSS, FAQ, GSM, WAP, GUI, GPRS, I/O, IP, ISO, KBPS, ITV, IVR, JPEG, MPEG, LAMP, MIME, WYSIWYG, XSLT, ZIP, " T3, TDMA, SMS, SMTP, SVG, RAM, PGP, POP
  • And are relatively new to the world ofadvertising.
  • The technologist’s evolving bookshelfillustrates the transition into this space.
  • The early years: brochureware and thebeginnings of ecommerce
  • Source: http://www.amazon.com/HTML-XHTML-Definitive-Guide-6th/dp/0596527322/ref=sr_1_4?ie=UTF8&qid=1291566619&sr=8-4
  • Source: http://www.amazon.com/Programming-Perl-3rd-Larry-Wall/dp/0596000278/ref=sr_1_2?s=books&ie=UTF8&qid=1291566664&sr=1-2
  • Source: http://www.amazon.com/Expert-Oracle-Database-Architecture-Programming/dp/1590595300/ref=sr_1_1?s=books&ie=UTF8&qid=1291566696&sr=1-1
  • The emergence of digital branding: themicrosite era
  • Source: http://www.amazon.com/Essential-Guide-Flash-CS4-ActionScript/dp/1430218118/ref=sr_1_1?s=books&ie=UTF8&qid=1291566723&sr=1-1
  • Web 2.0 and the rise of social media
  • Source: http://www.amazon.com/Ajax-Definitive-Anthony-Holdener-III/dp/0596528388/ref=sr_1_2?ie=UTF8&s=books&qid=1291566750&sr=1-2
  • Source: http://www.amazon.com/Mashups-Strategies-Enterprise-Jeffrey-Hanson/dp/032159181X/ref=sr_1_1?ie=UTF8&s=books&qid=1291566772&sr=1-1
  • Source: http://www.amazon.com/Essential-Facebook-Development-Successful-Applications/dp/0321637984/ref=sr_1_1?ie=UTF8&s=books&qid=1291566798&sr=1-1
  • We’re in the advertising business now.Shouldn’t programmers know abouttraditional advertising?
  • Source: http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?s=books&ie=UTF8&qid=1291566827&sr=1-1
  • Source: http://www.amazon.com/Kellogg-Advertising-Media-Bobby-Calder/dp/0470119861/ref=sr_1_1?ie=UTF8&s=books&qid=1291566849&sr=1-1
  • Source: http://www.amazon.com/Groundswell-Winning-Transformed-Social-Technologies/dp/1422125009/ref=sr_1_1?s=books&ie=UTF8&qid=1291566868&sr=1-1
  • Source: http://www.amazon.com/Here-Comes-Everybody-Organizing-Organizations/dp/0143114948/ref=sr_1_1?s=books&ie=UTF8&qid=1291566890&sr=1-1
  • Looking ahead: computing extends beyondthe desktop
  • Source: http://www.amazon.com/Mobile-Design-Development-Practical-Techniques/dp/0596155441/ref=sr_1_1?s=books&ie=UTF8&qid=1291566933&sr=1-1
  • Source: http://www.amazon.com/iPhone-SDK-Programming-Advanced-Development/dp/0470683988/ref=sr_1_4?s=books&ie=UTF8&qid=1291566956&sr=1-4
  • Source: http://www.amazon.com/Hello-Android-Introducing-Development-Programmers/dp/1934356565/ref=sr_1_1?s=books&ie=UTF8&qid=1291566985&sr=1-1
  • Source: http://www.amazon.com/Introducing-HTML5-Voices-That-Matter/dp/0321687299/ref=sr_1_1?ie=UTF8&s=books&qid=1291567009&sr=1-1
  • Source: http://www.amazon.com/Everyware-Dawning-Age-Ubiquitous-Computing/dp/0321384016/ref=sr_1_1?s=books&ie=UTF8&qid=1291567028&sr=1-1
  • The role of the creative technologist
  • The creative technologist is a keymember of the digital creative leadershipteam.And helps lead projects from briefing,through concepting, system architecture,development, and final delivery.
  • 1) The creative technologist leadsstrategic and creative thinking for brandutilities and platforms.
  • This isn’t throw away brochure-ware. These are major brand investments that need to be architected to live over the long term. Source: nikeplus.com, fiat.com/ecodrive,www.dominos.com/pages/tracker.jsp
  • 2) The creative technologist introducesemerging technologies into the creativeconcepting process.
  • A couple of years ago our toolkit wassomewhat limited: -  Flash -  HTML -  Video -  Databases
  • Technologies in our now toolkit include: -  Flash -  Tablet devices -  HTML -  Augmented reality -  Video -  Voice recognition and audio detection -  Databases -  Physical computing -  Mobile -  Augmented reality -  Facebook -  RFID -  Twitter -  e-readers -  Geo-location -  interactive TV -  Multi-touch interfaces -  automotive -  APIs/Mashups technologies
  • 3) The creative technologist managescomplexity.
  • The digital ecosytem is becoming increasingly complex.
  • The growing toolkit is becoming increasingly complex. -  Flash -  Tablet devices -  HTML -  Augmented reality -  Video -  Voice recognition and audio detection -  Databases -  Physical computing -  Mobile -  Augmented reality -  Facebook -  RFID -  Twitter -  e-readers -  Geo-location -  interactive TV -  Multi-touch interfaces -  automotive -  APIs/Mashups technologies
  • And this can be intimidating andoverwhelming.
  • With an in-depth understanding of corecomputer science and IT principles, thisrapid change and complexity ismanageable.
  • The client-server model
  • The web browser on your laptop is a client.
  • The smart phone app is a client.
  • The tablet device app is a client.
  • Then Internet TV is a client.Source: http://www.facebook.com, insidefacebook.com
  • 4) The creative technologist builds earlyprototypes to test ideas, interactions, andfunctionality.This creates forward momentum and isvery helpful in selling through ideas.
  • Dominos: visual builder prototype
  • Dominos: visual builder liveSource: http://www.dominos.com
  • 5) The creative technologist enables anagile workflow.This helps to ensure high-quality, on-timedeliveries.
  • 6) The creative technologist managesrelationships with client IT stakeholders.
  • Source: http://www.computerworld.com/s/article/9197888/Why_CIOs_Should_Friend_CMOs,http://www.informationweek.com/news/global-cio/trends/showArticle.jhtml?articleID=227700221,http://www.cmo.com/leadership/cmos-cios-can-relationship-be-saved, http://www.chiefmartec.com/2010/10/align-or-redefine-the-cmo-and-cio.html
  • 7) The creative technologist sparkscreative thinking through emergingtechnology research andexperimentation.
  • ”Art, science, and play had merged into the magical activity of programming, with every hacker and omnipotent master of the flow of information within the machine.” Steven Levy, Hackers: Heroes of the Computer RevolutionSource: http://www.amazon.com/Hackers-Heroes-Computer-Revolution-Anniversary/dp/1449388396/ref=sr_1_1?ie=UTF8&qid=1291568052&sr=8-1
  • Augmented reality (AR) prototyping
  • BK: augmented reality banner
  • Baby CarrotsSource: http://www.babycarrots.com/
  • Baby CarrotsSource: http://www.youtube.com/watch?v=-nqz9sQrFA4
  • Baby CarrotsSource; http://www.youtube.com/watch?v=8bhq_NL6jL0&feature=related
  • Experiments with multitouch table
  • Experiments with the connectedvehicle: Trike Plus
  • Experiments with the connectedvehicle: Trike Plus
  • VW Fun Theory
  • VW Fun Theory http://www.youtube.com/watch?v=cbEKAwCoCKw
  • One happy family now
  • Technology will continue to bring aboutdisruptive change in our business.The creative technologist will play a leadrole in creating ideas that carry across therapidly expanding digital ecosystem.
  • Points to consider when introducingtechnology into a traditional environment-  Put technologists on your core strategic and creative leadershipteam-  Include technologists in the full project life cycle – from initialresearch and briefing, through final project delivery-  Hire technologists who know software architecture and hands-oncoding-  Hire technologists who can communicate and collaborate-  Understand that making software is a significantly differentprocess than making TV or print. QA is very, very important.-  Be respectful of the complexity of the software developmentprocess
  • Points for technologists to considerwhen joining a traditional environment-  Don’t hide behind esoteric acronyms and buzzwords-  Enable ways to say ‘yes’-  Don’t just say you’re creative, show it-  Be respectful of the creative vision and strive for visual pixelperfection- Use your knowledge of technology to make ideas better-  Don’t promote technology for technology’s sake. Start with anidea and fulfill a business need.- Study the advertising and branding business-  Understand that frequent change is part of the creative process"
  • Good resources on technology Blogs - Creative technologist group on LinkedIn http://www.linkedin.com/groups?gid=2830357 - www.slashdot.com" - www.ajaxian.com" Books - HTML and XHTML: The Definitive Guide, Chuck Musciano and Bill Kennedy - Hackers: Heroes of the Computer Revolution, Steven Levy - The Cathedral and the Bazaar: Musings on Linux and Open Source by an Accidental Revolutionary, Eric S. Raymond "
  • Thank you.