Digital Creativity is the Competitive Edge - Mark Leaver


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Mark concentrates his forces on the development of projects combining creative media and digital technologies. In this talk, he will focus on the strategic connections towards international markets.

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Digital Creativity is the Competitive Edge - Mark Leaver

  1. 1. Crea%vity  and  technology   Explorers  Fes%val   Lisbon,  Nov  2013   1  
  2. 2. 60 50 Press TV 40 Internet Outdoor & Transport 30 Radio Cinema 20 10 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999 1998 1997 1996 1995 0 “Our  conclusion:  The  vast  majority  of  all  growth  generated  by  today’s  crea%ve   sector  is  digital.  Digital  is  and  will  be  at  the  heart  of  the  sector’s  future.”   Booz  &  Co  “Digital  Future  of  Crea3ve  UK  report”  2013  
  3. 3. SANDBOX BOOKS & PRINT Exploring the digital opportunity “We suffer for lack of utopian ideas around which to organize competing images of possible futures.” Alvin Toffler – Future Shock 1970
  4. 4. 1 DISRUPTIVE NOT DESTRUCTIVE Dollar Princess A digital publishing industry changes shape and process but not necessarily its core tasks – production and distribution for example continue, just radically altered. The fundamentals of an audience desiring a user experience which satisfies their immediate need, whether information or entertainment, remains. SANDBOX BOOKS & PRINT
  5. 5. 2 COHERENCE IS KEY Writer on the Train Just because digital allows you to add scale, content and interactivity, it doesn’t mean you should. The essential element of a coherent “narrative” or path generated by an authorial or curatorial “voice” is not changed, interactivity in itself is not enough. You can afford users an immediacy of connection and discoverability, but people like structure. SANDBOX BOOKS & PRINT
  6. 6. 3 ADOPT NOT ADAPT These Pages Fall Like Ash The potential of digital to change modes of interaction with text or content, or experiment with form and marketing, is fundamentally a creative opportunity. Simply re-purposing work for a digital platform misses that potential entirely. Create new “native” works which incorporate the possibilities for extension. SANDBOX BOOKS & PRINT
  7. 7. 4 CONTEXT AND CONNECTION Book Kernel Photograph/project credit Technology allows the creative adoption and interpretation of other inputs to add context, connection, relevance (and magic). This could be location, movement or even biometric feedback, changing interaction and driving an entirely new layer of audience immersion, producing compelling original experiences. SANDBOX BOOKS & PRINT
  8. 8. 5 VALUE OF THE PHYSICAL Jekyll 2.0 Photograph/project credit A digital future does not by necessity negate a physical product – in fact it may do the opposite. Physical publication still bestows a validation and embodies an expression of value, and the clever combination of both digital and physical – playing to the separate strengths of each medium – generates commercial and creative potential. SANDBOX BOOKS & PRINT
  9. 9. Insert  incuba%on  slide  
  10. 10. “WE ARE EXPLORERS”
  11. 11. Mark  Leaver   UKTI  crea%ve  /  digital  adviser   +44  7884  490937   @mark_leaver   19