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GETTING COMFORTABLE
     WITH BEING
  UNCOMFORTABLE.
  An auto-biographic .pptx by Mark Fairbanks
               @MarkFairbanks
           translatordigitalcafe.com
1993-95 Dufour& Associates
1995-97 Sprecher Barrett,
SprecherBarrett Bertalot,
SprecherBertalot(now called Noise)
1997      Meyer & Wallis (For a six-week cup of coffee)
1997-2000 KohnkeKoeneke,
KohnkeHanneken
2000-05 Octane, Inc.
2005-08 Hunt Adkins
2008
I was really good at making stuff like this.
And then one day, I walked away. (sorta)
CREATIVE(S)
Deliverables that come out of the Creative
Department made by an Art Director and
Copywriter which have been approved by
The Creative Director.
CALL ME CRAZY,
BUT THIS SEEMED
RATHER LIMITING.
MEANWHILE,
DIGITAL WAS HAPPENING.
NIKE+
I NEEDED A NEW
DEFINITION OF CREATIVE.
TO BE CREATIVE
MEANS THE ABILITY TO USE
 YOUR UNIQUE PROBLEM
    SOLVING TALENT
     ON ANYTHING.
SO, WHO’S CREATIVE?
Musicians
Entrepreneurs
Mathematicians
Hackers
Food Truck Owners
Women and Children
Everyone                 Thanks to digital

(and yes, art directors and copywriters)
THERE HAS NEVER BEEN
 A BETTER TIME TO BE
   CREATIVE. EVER.
BUT.
TO BE REALLY GOOD AT IT,
THERE’S A LOT TO LEARN.
 AND LEARNING HAPPENS
      IN REAL TIME.
CONSIDER.
Half a billion people accessed mobile
internet worldwide in 2010.
Usage is expected to double
within five years as mobile
overtakes the PC as the most
popular way to get on the Web.
Source: mobiThinking 3/2011
Since I began giving my presentation, on
Facebook there were:
1,587,000 wall posts, 2,716,000
photos uploaded and 10,208,000
comments posted.
Source: AllFacebook.com
75 percent
The percentage of U.S. iPad users that are
interested in seeing videos within magazine
ads on their iPad.


Source: eMarketer
FEEL A LITTLE
UNCOMFORTABLE?
       (It’s perfectly okay to say yes)
ifttt
    eh.
What do weneed to learn?

What does it (really) mean?

   How do we deliver?

  What does it look like?

       What’s next?
Online




 Life



Offline
CREATIVE ELASTICITY
BUT.

   (I know. Dangit.)
Most companies encourage
their employees to simply do
what they’ve always done—
that makes for better profit,
and it keeps employees
content in jobs they know
they can do.
ARE YOU READY FOR
A LIFETIME OF
PLAYING IT SAFE?
#xdlab A Safe Place to See
     How We All Think
T R A N S L AT O R L A B H O U R S A R E H E L D E A C H
         W E E K O N T U E S D AY S A N D T H U R S D AY S
      F R O M 8 - 1 0 A M AT 4 1 5 E . M E N O M O N E E S T.

  T H E Y A R E F R E E A N D O P E N T O T H E C O M M U N I T Y.

    W E TA L K A B O U T D I G I TA L , S O C I A L , B R A N D I N G ,
T E C H N O L O G Y, C R E AT I V I T Y, A N D H U M A N B E H AV I O R .

          W E S E R V E R E A L LY S T R O N G C O F F E E .
                      WE SHARE IDEAS.

                            IT’S MAGIC.
COMMUNITY
                                      SUPPORT
               SUSTAINABILITY
                                                            GRASS ROOTS


                                    SELL THROUGH



     GOOD                                            LOCAL
                                         PULL




                                   EVENTS           WORK ETHIC

                                 TASTINGS
                                                 PRIDE
          CONSISTENCY                                                 STREET CRED
AWARDS                      BREWERY TOUR    SERVERS

         SCRATCH          HOME BREWERS      CRAFT FANATICS
                                                                      NEW FACE

              PROGRESSIVE          SEASONALS, ABV        PACKAGING

                                  UNTAPPD   REAL MILWAUKEEANS




    CRAFT                       GLASSWARE
                                                 FLAVOR
                                            CREATIVITY
ASK “WHY?”
AND FERVENTLY BELIEVE
    “WHY NOT?”
Thanks!

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Getting Comfortable with Being Uncomfortable

  • 1. GETTING COMFORTABLE WITH BEING UNCOMFORTABLE. An auto-biographic .pptx by Mark Fairbanks @MarkFairbanks translatordigitalcafe.com
  • 2.
  • 3. 1993-95 Dufour& Associates 1995-97 Sprecher Barrett, SprecherBarrett Bertalot, SprecherBertalot(now called Noise) 1997 Meyer & Wallis (For a six-week cup of coffee) 1997-2000 KohnkeKoeneke, KohnkeHanneken 2000-05 Octane, Inc. 2005-08 Hunt Adkins
  • 4.
  • 6. I was really good at making stuff like this. And then one day, I walked away. (sorta)
  • 7. CREATIVE(S) Deliverables that come out of the Creative Department made by an Art Director and Copywriter which have been approved by The Creative Director.
  • 8. CALL ME CRAZY, BUT THIS SEEMED RATHER LIMITING.
  • 10.
  • 11.
  • 12. NIKE+
  • 13.
  • 14.
  • 15. I NEEDED A NEW DEFINITION OF CREATIVE.
  • 16.
  • 17. TO BE CREATIVE MEANS THE ABILITY TO USE YOUR UNIQUE PROBLEM SOLVING TALENT ON ANYTHING.
  • 18. SO, WHO’S CREATIVE? Musicians Entrepreneurs Mathematicians Hackers Food Truck Owners Women and Children Everyone Thanks to digital (and yes, art directors and copywriters)
  • 19. THERE HAS NEVER BEEN A BETTER TIME TO BE CREATIVE. EVER.
  • 20. BUT.
  • 21. TO BE REALLY GOOD AT IT, THERE’S A LOT TO LEARN. AND LEARNING HAPPENS IN REAL TIME.
  • 23. Half a billion people accessed mobile internet worldwide in 2010. Usage is expected to double within five years as mobile overtakes the PC as the most popular way to get on the Web. Source: mobiThinking 3/2011
  • 24. Since I began giving my presentation, on Facebook there were: 1,587,000 wall posts, 2,716,000 photos uploaded and 10,208,000 comments posted. Source: AllFacebook.com
  • 25. 75 percent The percentage of U.S. iPad users that are interested in seeing videos within magazine ads on their iPad. Source: eMarketer
  • 26. FEEL A LITTLE UNCOMFORTABLE? (It’s perfectly okay to say yes)
  • 27. ifttt eh.
  • 28. What do weneed to learn? What does it (really) mean? How do we deliver? What does it look like? What’s next?
  • 29.
  • 32. BUT. (I know. Dangit.)
  • 33. Most companies encourage their employees to simply do what they’ve always done— that makes for better profit, and it keeps employees content in jobs they know they can do.
  • 34. ARE YOU READY FOR A LIFETIME OF PLAYING IT SAFE?
  • 35.
  • 36. #xdlab A Safe Place to See How We All Think
  • 37. T R A N S L AT O R L A B H O U R S A R E H E L D E A C H W E E K O N T U E S D AY S A N D T H U R S D AY S F R O M 8 - 1 0 A M AT 4 1 5 E . M E N O M O N E E S T. T H E Y A R E F R E E A N D O P E N T O T H E C O M M U N I T Y. W E TA L K A B O U T D I G I TA L , S O C I A L , B R A N D I N G , T E C H N O L O G Y, C R E AT I V I T Y, A N D H U M A N B E H AV I O R . W E S E R V E R E A L LY S T R O N G C O F F E E . WE SHARE IDEAS. IT’S MAGIC.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44. COMMUNITY SUPPORT SUSTAINABILITY GRASS ROOTS SELL THROUGH GOOD LOCAL PULL EVENTS WORK ETHIC TASTINGS PRIDE CONSISTENCY STREET CRED AWARDS BREWERY TOUR SERVERS SCRATCH HOME BREWERS CRAFT FANATICS NEW FACE PROGRESSIVE SEASONALS, ABV PACKAGING UNTAPPD REAL MILWAUKEEANS CRAFT GLASSWARE FLAVOR CREATIVITY
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51. ASK “WHY?” AND FERVENTLY BELIEVE “WHY NOT?”