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What is aCreative Technologist?V1.0
Hello. I’m Sermad.A little bit about me.
Kerb | Holler | Glue London | Wieden + Kennedy | TBWA11 Years experience in ‘digital’. Boom + Bust.Worked across lots of s...
So again, what is aCreative Technologist?
But before we try andanswer that question.
What is advertisingthese days?
Whopper Sacrifice   Chalkbot
Technology not fortechnologies’ sake.Technology was an enabler tothese brand truths.
TwelpForce   eco:Drive
Alcoholic Architecture   Speed Of Light
Advertising can be ‘big’ telly.Advertising can be a utility.Advertising can be advertising the advertising.Advertising can...
To do all this amazing new stuffwe have to change the way wework and think.
Welcome to the‘Age of Execution’.
Telly and print can be faked.Things you use can’t.
The advertising is now theuser experience.
Welcome to the‘Age of Constraints’.
A lot of interactive ideas arejust not possible - not in thenot enough time / money way.But just not possible.
Welcome to the‘Age of Collaboration’.
To even think creatively inthese new interactive spacestakes a lot of different skillsfrom outside of this agency.
So seriously, what is aCreative Technologist?
THINK        CTMAKE           BX
Think•   Be briefed to originate ideas to solve communication    problems for our clients.•   Work with a creative platfor...
Make• Create tests and prototypes that  demonstrate creative ideas.• Play with technology to gain a deeper  understanding.
Prototypinghttp://vimeo.com/16985224
Prototyping• When you make a prototype as part of the  creative process, it unlocks a deeper  understanding of the problem...
BX (Brand Experience)•   Step back from the idea and ask common sense user    experience questions.•   What types of techn...
A Creative Technologistis a lot of types of jobsrolled into one.
T Shaped ModelTech Director   Producer   Planner   BX   IA    IxD   Innovation Director                                 ‘C...
Art Director   Copywriter    Creative Tech     =             =               =  Pictures       Words           Code       ...
I use code to helpexpress my creativeideas.
Making not talking.
So that means anydeveloper can be acreative technologist?
Well yes...But can they think up ideasthat solve communicationproblems?
Maybe not.
Creative Technologist isalso a bit of a rubbishjob title.
It implies that nottechnologists are notcreative.
You don’t have the title‘creative art directors’...
The problem is that thedefinition of creativityis flawed.
Little ideas can lead tobig things.
http://www.youtube.com/watch?v=6LNgXxxCdus&feature=related
The concept of the‘creative team’ reallyhas to change to copewith making this newstuff.
Art Director   Copywriter
Better team?                              CT               Art Director        Copywriter                         Comms Pl...
Better team??                               CT                Art Director        Copywriter                          Comm...
Core Team                                                 Specialist                               CT                Art D...
So I hope I haven’tconfused you all.
In summary.
Creative Technologists willmake your awesome stuffawesomer.
Creative Technologists enableways to say ‘yes’.                      Via @prindlescott
Creative Technology is thisyears Social Media Guru.P.S. Next year it will be ‘UserExperience Professional’.
How to spot a good CT•   Can they make stuff with code.•   Can they originate and present their own ideas.•   Can they ins...
Play Time
Permanently curious
Here are some examples ofbrilliant creative technology.
Chris OShea - Hand From Above http://vimeo.com/7042266
Inspired by Hand From Above?http://vimeo.com/12855619
Inspired by Hand From Above?http://www.youtube.com/watch?v=kZG248mXkDk
Tweenbotshttp://www.tweenbots.com/
EyeWriterhttp://www.eyewriter.org/
http://www.creativeapplications.net/
Trends 2011
Rise Of The BackchannelPhoto by Dan Taylor
High Street 3D Printing
Wearable Computing
Real World To GamingExperiencesThe more you run in real life,the faster your game character.
Real World To GamingExperiencesThe slower your heartbeat in real life,the better aim for your game character.
Thank you.@sermad
What is a creative technologist?
What is a creative technologist?
What is a creative technologist?
What is a creative technologist?
What is a creative technologist?
What is a creative technologist?
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What is a creative technologist?

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I gave this talk to the agency I work at, as i'm the first 'creative technologist' there.

My thoughts on what my job means, where I think the industry is going and some inspirational stuff in the back end.

These slides are quite old - please see the latest version - http://www.slideshare.net/sermad1/what-is-a-creative-technologist

@sermad

Published in: Technology

What is a creative technologist?

  1. 1. What is aCreative Technologist?V1.0
  2. 2. Hello. I’m Sermad.A little bit about me.
  3. 3. Kerb | Holler | Glue London | Wieden + Kennedy | TBWA11 Years experience in ‘digital’. Boom + Bust.Worked across lots of stuff - games, web builds, mobileapplications, interactive installations...
  4. 4. So again, what is aCreative Technologist?
  5. 5. But before we try andanswer that question.
  6. 6. What is advertisingthese days?
  7. 7. Whopper Sacrifice Chalkbot
  8. 8. Technology not fortechnologies’ sake.Technology was an enabler tothese brand truths.
  9. 9. TwelpForce eco:Drive
  10. 10. Alcoholic Architecture Speed Of Light
  11. 11. Advertising can be ‘big’ telly.Advertising can be a utility.Advertising can be advertising the advertising.Advertising can be a game.Advertising can be an experience.Advertising can be a community.Advertising can be so many things that the rule bookhas gone out of the window.
  12. 12. To do all this amazing new stuffwe have to change the way wework and think.
  13. 13. Welcome to the‘Age of Execution’.
  14. 14. Telly and print can be faked.Things you use can’t.
  15. 15. The advertising is now theuser experience.
  16. 16. Welcome to the‘Age of Constraints’.
  17. 17. A lot of interactive ideas arejust not possible - not in thenot enough time / money way.But just not possible.
  18. 18. Welcome to the‘Age of Collaboration’.
  19. 19. To even think creatively inthese new interactive spacestakes a lot of different skillsfrom outside of this agency.
  20. 20. So seriously, what is aCreative Technologist?
  21. 21. THINK CTMAKE BX
  22. 22. Think• Be briefed to originate ideas to solve communication problems for our clients.• Work with a creative platform - ‘the big thought’ and take it into different space.• Work with creative teams to make their ideas better.• See interesting bits of technology and translate it into new ideas.• Be a filter on new trends in technology, share it to right people to inspire and innovate.
  23. 23. Make• Create tests and prototypes that demonstrate creative ideas.• Play with technology to gain a deeper understanding.
  24. 24. Prototypinghttp://vimeo.com/16985224
  25. 25. Prototyping• When you make a prototype as part of the creative process, it unlocks a deeper understanding of the problems.• When you give a client a built prototype, it gives them enough of an impression of the type of experience they are buying into.• Prototyping can be coded, a filmed storyboard or simply scamps loaded onto a phone.
  26. 26. BX (Brand Experience)• Step back from the idea and ask common sense user experience questions.• What types of technology does the audience use?• How does the user find this idea, participate and share?• What are the barriers? context? time? place?• Are we asking too much?• Does this idea affect other parts of the brand?• How do all the touchpoints interplay?• Not about deep IA and UX.
  27. 27. A Creative Technologistis a lot of types of jobsrolled into one.
  28. 28. T Shaped ModelTech Director Producer Planner BX IA IxD Innovation Director ‘Creative / Developer
  29. 29. Art Director Copywriter Creative Tech = = = Pictures Words Code Via @prindlescott
  30. 30. I use code to helpexpress my creativeideas.
  31. 31. Making not talking.
  32. 32. So that means anydeveloper can be acreative technologist?
  33. 33. Well yes...But can they think up ideasthat solve communicationproblems?
  34. 34. Maybe not.
  35. 35. Creative Technologist isalso a bit of a rubbishjob title.
  36. 36. It implies that nottechnologists are notcreative.
  37. 37. You don’t have the title‘creative art directors’...
  38. 38. The problem is that thedefinition of creativityis flawed.
  39. 39. Little ideas can lead tobig things.
  40. 40. http://www.youtube.com/watch?v=6LNgXxxCdus&feature=related
  41. 41. The concept of the‘creative team’ reallyhas to change to copewith making this newstuff.
  42. 42. Art Director Copywriter
  43. 43. Better team? CT Art Director Copywriter Comms Planner
  44. 44. Better team?? CT Art Director Copywriter Comms Planner Producer Client
  45. 45. Core Team Specialist CT Art Director Copywriter Comms Planner Specialist
  46. 46. So I hope I haven’tconfused you all.
  47. 47. In summary.
  48. 48. Creative Technologists willmake your awesome stuffawesomer.
  49. 49. Creative Technologists enableways to say ‘yes’. Via @prindlescott
  50. 50. Creative Technology is thisyears Social Media Guru.P.S. Next year it will be ‘UserExperience Professional’.
  51. 51. How to spot a good CT• Can they make stuff with code.• Can they originate and present their own ideas.• Can they inspire.• Can they collaborate.• Can they spot brand truths where technology can be applied.• Can they keep the ‘person’ at the heart of any solutions.
  52. 52. Play Time
  53. 53. Permanently curious
  54. 54. Here are some examples ofbrilliant creative technology.
  55. 55. Chris OShea - Hand From Above http://vimeo.com/7042266
  56. 56. Inspired by Hand From Above?http://vimeo.com/12855619
  57. 57. Inspired by Hand From Above?http://www.youtube.com/watch?v=kZG248mXkDk
  58. 58. Tweenbotshttp://www.tweenbots.com/
  59. 59. EyeWriterhttp://www.eyewriter.org/
  60. 60. http://www.creativeapplications.net/
  61. 61. Trends 2011
  62. 62. Rise Of The BackchannelPhoto by Dan Taylor
  63. 63. High Street 3D Printing
  64. 64. Wearable Computing
  65. 65. Real World To GamingExperiencesThe more you run in real life,the faster your game character.
  66. 66. Real World To GamingExperiencesThe slower your heartbeat in real life,the better aim for your game character.
  67. 67. Thank you.@sermad

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