Matt Jakob
Senior Creative Technologist
IMAGINATION Ltd.

{e} matt.jakob@imagination.com
{w} www.imagination.com
{t} @matt...
My role at Imagination
• Creative Technologist
• Labs
TECHNOLOGY AS
A CREATIVE
COMPETITIVE
ADVANTAGE
TECHNOLOGY &
CREATIVITY
(three definitions and relations)
TECHNOLOGY

CREATIVITY
ANALYSIS

SYNTHESIS
TECHNOLOGY

CREATIVITY
BRUSH

PAINTING
TECHNOLOGY

CREATIVITY
PROBLEM

SOLUTION
UNDERSTANDING THE
CONTEXT
(reframing to change
context of problems)
M. McLuhan

Understanding Media, The Extensions of Man
(1963)
TECHNOLOGIES
ARE DEMOCRATIZING SO MUCH
EVERYONE WILL/IS ABLE
TO CREATE
DIFFERENTIATION
WHY INNOVATION IS RELEVANT
TO THE EVENTS INDUSTRY
>Clients
>Trends
>Logistics
>Creativity
STRATEGIES
(tools for the differentiation)
TOOLS
PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER
TOOLS
PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER
TOOLS
PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER
TOOLS
PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER
TRENDS
ROBOTICS AND ELECTRONICS

>Sensors (RFID, thermal, luminosity, presence, capacitive, …)
>Microcontrollers (Arduino,...
TRENDS
ROBOTICS AND ELECTRONICS

>Sensors and computing components are already extremely small
and affordable  ubiquitous...
TRENDS
AI AND AUTOMATION

>Artificial Intelligence (AI)
>Machine Learning

>Computer Vision
TRENDS
AI AND AUTOMATION

>AI will help us greatly making sense of the data provided by
ubiquitous computing
>Environments...
TRENDS
3D PRINTING

>3D printers (MakerBot, Canon, …)
>3D scanners (often the same manufacturers)
TRENDS
3D PRINTING

>The Chinese market currently based on assembling ‘cheap’
materials / components will have to compete ...
TRENDS
VIRTUAL AND AUGMENTED REALITY

>OculusRift
>LeapMotion

>CastAR
>Occipital
TRENDS
VIRTUAL AND AUGMENTED REALITY

>Designers and architects will be able to correctly anticipate
many logistic challen...
CONCLUSION
THE CHALLENGES OF INNOVATION
>Events

 lots of pressure (time / audience)

>Innovation

 associated with uncertainty

>M...
HOW TO APPROACH INNOVATION
AND TECHNOLOGY
>Innovation happens at the edges and intersections of different
fields

>Accept ...
Event Production Show 'Technology as a creative competitive advantage'
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Event Production Show 'Technology as a creative competitive advantage'

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Matt Jakob is a Senior Creative Technologist at Imagination and leads the Labs department.

With the digitalization of the creative industry reaching a saturation level, it's becoming increasingly important for agencies and design studios to find new ways to emerge and differentiate their offering. In his presentation in the Technology Theatre at the Event Production Show on 12 February 2014, Matt looked at how and why technology and innovation are proving to be a successful strategy to win this contemporary challenge. Drawing from Imagination's vast portfolio of projects as well as showcasing some state of the art case studies his talk featured a series of interactive materials and hands on prototypes.

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Event Production Show 'Technology as a creative competitive advantage'

  1. 1. Matt Jakob Senior Creative Technologist IMAGINATION Ltd. {e} matt.jakob@imagination.com {w} www.imagination.com {t} @mattjakob
  2. 2. My role at Imagination • Creative Technologist • Labs
  3. 3. TECHNOLOGY AS A CREATIVE COMPETITIVE ADVANTAGE
  4. 4. TECHNOLOGY & CREATIVITY (three definitions and relations)
  5. 5. TECHNOLOGY CREATIVITY
  6. 6. ANALYSIS SYNTHESIS
  7. 7. TECHNOLOGY CREATIVITY
  8. 8. BRUSH PAINTING
  9. 9. TECHNOLOGY CREATIVITY
  10. 10. PROBLEM SOLUTION
  11. 11. UNDERSTANDING THE CONTEXT (reframing to change context of problems)
  12. 12. M. McLuhan Understanding Media, The Extensions of Man (1963)
  13. 13. TECHNOLOGIES ARE DEMOCRATIZING SO MUCH EVERYONE WILL/IS ABLE TO CREATE
  14. 14. DIFFERENTIATION
  15. 15. WHY INNOVATION IS RELEVANT TO THE EVENTS INDUSTRY >Clients >Trends >Logistics >Creativity
  16. 16. STRATEGIES (tools for the differentiation)
  17. 17. TOOLS PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER
  18. 18. TOOLS PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER
  19. 19. TOOLS PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER
  20. 20. TOOLS PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER
  21. 21. TRENDS ROBOTICS AND ELECTRONICS >Sensors (RFID, thermal, luminosity, presence, capacitive, …) >Microcontrollers (Arduino, …) >RaspberryPi >Drones
  22. 22. TRENDS ROBOTICS AND ELECTRONICS >Sensors and computing components are already extremely small and affordable  ubiquitous computing >We will have unprecedented amounts of data available (customers insights, security, crowd monitoring, …) >New creative tools with an emphasis on interaction and uniqueness
  23. 23. TRENDS AI AND AUTOMATION >Artificial Intelligence (AI) >Machine Learning >Computer Vision
  24. 24. TRENDS AI AND AUTOMATION >AI will help us greatly making sense of the data provided by ubiquitous computing >Environments and objects will be able to seamlessly and automatically adapt to surrounding conditions >It is estimated that in 15 years manual labour jobs carried out by humans will be reduced by 80%
  25. 25. TRENDS 3D PRINTING >3D printers (MakerBot, Canon, …) >3D scanners (often the same manufacturers)
  26. 26. TRENDS 3D PRINTING >The Chinese market currently based on assembling ‘cheap’ materials / components will have to compete with companies/industries printing the products by themselves locally >Printable materials (esp. with nano structures) will become increasingly strong and efficient  possibilities to print architectural structures and components >3D printers will become larger, faster and cheaper
  27. 27. TRENDS VIRTUAL AND AUGMENTED REALITY >OculusRift >LeapMotion >CastAR >Occipital
  28. 28. TRENDS VIRTUAL AND AUGMENTED REALITY >Designers and architects will be able to correctly anticipate many logistic challenges by immersing in 1:1 scale models during the design process >Augmentation/Digitalisation of the space will mean responsive architectures and open possibilities to custom/dynamic environments (signage, …) >Virtual Reality will become an important feature in the gaming, entertainment and retail industry
  29. 29. CONCLUSION
  30. 30. THE CHALLENGES OF INNOVATION >Events  lots of pressure (time / audience) >Innovation  associated with uncertainty >Many companies are driving high profits with Innovation  lead the market to inevitable changes >Our socio-economic dynamics will change massively (how we shop, transport, entertain, …)
  31. 31. HOW TO APPROACH INNOVATION AND TECHNOLOGY >Innovation happens at the edges and intersections of different fields >Accept failure and include it in your plan >Be brave ;)
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