What is a creative technologist? V3.0

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What is a creative technologist? V3.0

  1. 1. What is aCreative Technologist?V3.0
  2. 2. Before we try andanswer that question
  3. 3. How can brandscommunicate tothe world?
  4. 4. Very outdated image
  5. 5. Advertising can be big TVAdvertising can be a utilityAdvertising can be an eventAdvertising can be a gameAdvertising can be a communityAdvertising can be so many things that therule book has gone out of the window
  6. 6. Culture is beingcreated everyminute of every day
  7. 7. By anyone withan idea and thewill to make it
  8. 8. Welcome to theAge of CulturalDemocracy
  9. 9. Welcome to theAge of Realization
  10. 10. Technology was anenabler to thesebrand truths
  11. 11. Not technology fortechnology’s sake
  12. 12. Things you use can’tbe faked
  13. 13. The advertising is now theUser Experience
  14. 14. “A great ad campaign will makea bad product fail faster.”William Bernbach
  15. 15. Welcome to theAge of Constraints
  16. 16. A lot of new ideasare not possibleNot because of ‘nomoney / no time’But just not possible
  17. 17. Welcome to theAge of Collaboration
  18. 18. To think creatively inthese new spacesWe need to tweak how wework and who we work with
  19. 19. EvolutionNot a revolution in advertising
  20. 20. So seriously, what is aCreative Technologist?
  21. 21. Think CT Make
  22. 22. Copywriter = CopyArt Director Creative Tech = = Art Code
  23. 23. Be briefed to originate ideas to solvecommunications problems for our clientsWork within a creative platform - theBIG idea and take it into a new spaceCollaborate with art director / copywriter toform multidisciplinary teamsSee interesting bits of technologyto form new ideas aroundBe a filter on emerging trends in technologyand share this to hopefully inspire new ideas
  24. 24. I use code to help expressCreative Ideas
  25. 25. Making notTalking
  26. 26. But a good creative technologistHas many other roles
  27. 27. T Shaped ModelTech Director Producer Strategy UX IA IxD Innovation Director Ideas / Coder
  28. 28. Case StudyEastern Eggs
  29. 29. BriefNo brief. Just a desireto come up with away to raise moneyfor the Japan Tsunamiappeal
  30. 30. Egg-Bot
  31. 31. Egg-Bothttp://www.youtube.com/watch?v=w4cdbV2oaEc
  32. 32. Eastern EggsUse the egg-bot tocreate Japanesethemed eggs whichcan be sold forcharity
  33. 33. Eastern Eggs
  34. 34. Eastern EggsSold over 650 eggsraising £6500 for theRed Cross Tsunamiappeal
  35. 35. Technology canBe the foundationAnd that is OK
  36. 36. Case StudyRedacted agency project
  37. 37. Case StudyGoogle DoodleAlexander Chen
  38. 38. See the progressionFrom prototypeto a shareable idea
  39. 39. Crayonghttp://work.chenalexander.com/Crayong
  40. 40. MTA.MEhttp://work.chenalexander.com/Mta-me
  41. 41. Stringerhttp://work.chenalexander.com/Stringer
  42. 42. Google Doodlehttp://work.chenalexander.com/Les-Paul-Google-Doodle
  43. 43. Create prototypes thatDemonstrate thePotential of an idea
  44. 44. When you make a prototype as part of thecreative process, it unlocks a deeperunderstanding of the ideaWhen you give a client a prototype, itgives them an idea they can play with, itsomehow feels tangible and buyableA prototype can be coded and then a film
  45. 45. Make then ThinkIn order toThink what to Make
  46. 46. Xbox KinectLaunchhttps://www.youtube.com/watch?v=p2qlHoxPioM
  47. 47. KinectHackinghttps://www.youtube.com/watch?v=CfQ6J4EnVbI
  48. 48. KinectHacking
  49. 49. KinectEffecthttps://www.youtube.com/watch?v=DyLWGKiNLRY
  50. 50. Microsoft saw what the hobbyist communitieswere doing with the Kinect and initially sentthe lawyers after themThen they changed their tack when theysaw the amazing things people weremaking with the KinectSadly most of the things demonstratedin the Kinect Effect ad are fiction...Eventually Microsoft embraced the communityand provided them with help & tools
  51. 51. Give people thingsTo make thingsWhich are advertisingIs the new advertising
  52. 52. Big thingshave small beginnings
  53. 53. LearnTo let go
  54. 54. Trends2013
  55. 55. MakerMovement
  56. 56. LearnTo code
  57. 57. 3D PrintingNot quite mainstream
  58. 58. QuantifiedSelf
  59. 59. What if the real world& digital crossover?
  60. 60. Thank You@sermad

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