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

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MDW NY | Scott Prindle_The Role of Creative Technologist

  1. 1. Making Digital Work NYCThe Role of the Creative TechnologistScott Prindle, Crispin Porter + Bogusky
  2. 2. Moore’s Law“The number of transistors on a chip willdouble about every two years.”Gordon Moore, Intel co-founder, 1965
  3. 3. More processing power, falling costs
  4. 4. Source: http://www.staps.uhp-nancy.fr/informatique/eniac_fichiers/eniac4.jpg
  5. 5. http://www.apple.com/iphone/gallery/#gallery01
  6. 6. "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
  7. 7. More storage, falling costs
  8. 8. 5 MB in 1956Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/technology/storage.asp
  9. 9. 64 GB in 2010Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive
  10. 10. Faster bandwidth, falling costs
  11. 11. Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-flashback
  12. 12. “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
  13. 13. We’ve shifted from a traditional model
  14. 14. To a hybrid traditional/microsite model
  15. 15. To a growing digital ecosystem driven by complexsoftware and algorithms
  16. 16. This ecosystem combines elements of brand story and brandutility
  17. 17. It makes sense then to integrate thosewho live and breath software and utility –creative technologists (programmers) –into your creative and strategic process.
  18. 18. The future of advertising?Source: http://www.hulu.com/watch/19050/saturday-night-live-nick-burns
  19. 19. Culture clash at first
  20. 20. Technologists think in code
  21. 21. 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
  22. 22. And structured data and APIs
  23. 23. 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
  24. 24. And are relatively new to the world ofadvertising.
  25. 25. The technologist’s evolving bookshelfillustrates the transition into this space.
  26. 26. The early years: brochureware and thebeginnings of ecommerce
  27. 27. Source: http://www.amazon.com/HTML-XHTML-Definitive-Guide-6th/dp/0596527322/ref=sr_1_4?ie=UTF8&qid=1291566619&sr=8-4
  28. 28. 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
  29. 29. 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
  30. 30. The emergence of digital branding: themicrosite era
  31. 31. 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
  32. 32. Web 2.0 and the rise of social media
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. We’re in the advertising business now.Shouldn’t programmers know abouttraditional advertising?
  37. 37. Source: http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?s=books&ie=UTF8&qid=1291566827&sr=1-1
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. Looking ahead: computing extends beyondthe desktop
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. The role of the creative technologist
  48. 48. 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.
  49. 49. 1) The creative technologist leadsstrategic and creative thinking for brandutilities and platforms.
  50. 50. 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
  51. 51. 2) The creative technologist introducesemerging technologies into the creativeconcepting process.
  52. 52. A couple of years ago our toolkit wassomewhat limited: -  Flash -  HTML -  Video -  Databases
  53. 53. 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
  54. 54. 3) The creative technologist managescomplexity.
  55. 55. The digital ecosytem is becoming increasingly complex.
  56. 56. 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
  57. 57. And this can be intimidating andoverwhelming.
  58. 58. With an in-depth understanding of corecomputer science and IT principles, thisrapid change and complexity ismanageable.
  59. 59. The client-server model
  60. 60. The web browser on your laptop is a client.
  61. 61. The smart phone app is a client.
  62. 62. The tablet device app is a client.
  63. 63. Then Internet TV is a client.Source: http://www.facebook.com, insidefacebook.com
  64. 64. 4) The creative technologist builds earlyprototypes to test ideas, interactions, andfunctionality.This creates forward momentum and isvery helpful in selling through ideas.
  65. 65. Dominos: visual builder prototype
  66. 66. Dominos: visual builder liveSource: http://www.dominos.com
  67. 67. 5) The creative technologist enables anagile workflow.This helps to ensure high-quality, on-timedeliveries.
  68. 68. 6) The creative technologist managesrelationships with client IT stakeholders.
  69. 69. 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
  70. 70. 7) The creative technologist sparkscreative thinking through emergingtechnology research andexperimentation.
  71. 71. ”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
  72. 72. Augmented reality (AR) prototyping
  73. 73. BK: augmented reality banner
  74. 74. Baby CarrotsSource: http://www.babycarrots.com/
  75. 75. Baby CarrotsSource: http://www.youtube.com/watch?v=-nqz9sQrFA4
  76. 76. Baby CarrotsSource; http://www.youtube.com/watch?v=8bhq_NL6jL0&feature=related
  77. 77. Experiments with multitouch table
  78. 78. Experiments with the connectedvehicle: Trike Plus
  79. 79. Experiments with the connectedvehicle: Trike Plus
  80. 80. VW Fun Theory
  81. 81. VW Fun Theory http://www.youtube.com/watch?v=cbEKAwCoCKw
  82. 82. One happy family now
  83. 83. 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.
  84. 84. 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
  85. 85. 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"
  86. 86. 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 "
  87. 87. Thank you.

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