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What is a
Creative Technologist?

V1.0
Hello. I’m Sermad.
A little bit about me.
Kerb | Holler | Glue London | Wieden + Kennedy | TBWA

11 Years experience in ‘digital’. Boom + Bust.

Worked across lots of stuff - games, web builds, mobile
applications, interactive installations...
So again, what is a
Creative Technologist?
But before we try and
answer that question.
What is advertising
these days?
Whopper Sacrifice   Chalkbot
Technology not for
technologies’ sake.

Technology was an enabler to
these 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 be a game.

Advertising can be an experience.

Advertising can be a community.

Advertising can be so many things that the rule book
has gone out of the window.
To do all this amazing new stuff
we have to change the way we
work and think.
Welcome to the
‘Age of Execution’.
Telly and print can be faked.

Things you use can’t.
The advertising is now the
user experience.
Welcome to the
‘Age of Constraints’.
A lot of interactive ideas are
just not possible - not in the
not enough time / money way.

But just not possible.
Welcome to the
‘Age of Collaboration’.
To even think creatively in
these new interactive spaces
takes a lot of different skills
from outside of this agency.
So seriously, what is a
Creative Technologist?
THINK




        CT

MAKE           BX
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.
Make
• Create tests and prototypes that
  demonstrate creative ideas.
• Play with technology to gain a deeper
  understanding.
Prototyping




http://vimeo.com/16985224
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.
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.
A Creative Technologist
is a lot of types of jobs
rolled into one.
T Shaped Model




Tech Director   Producer   Planner   BX   IA    IxD   Innovation Director




                                 ‘Creative' /
                                 Developer
Art Director   Copywriter    Creative Tech

     =             =               =

  Pictures       Words           Code




                            Via @prindlescott
I use code to help
express my creative
ideas.
Making not talking.
So that means any
developer can be a
creative technologist?
Well yes...

But can they think up ideas
that solve communication
problems?
Maybe not.
Creative Technologist is
also a bit of a rubbish
job title.
It implies that not
technologists are not
creative.
You don’t have the title
‘creative art directors’...
The problem is that the
definition of creativity
is flawed.
Little ideas can lead to
big things.
http://www.youtube.com/watch?v=6LNgXxxCdus&feature=related
The concept of the
‘creative team’ really
has to change to cope
with making this new
stuff.
Art Director   Copywriter
Better team?


                              CT



               Art Director        Copywriter




                         Comms Planner
Better team??


                               CT



                Art Director        Copywriter




                          Comms Planner
         Producer                                Client
Core Team
                                                 Specialist


                               CT



                Art Director        Copywriter




                          Comms Planner

   Specialist
So I hope I haven’t
confused you all.
In summary.
Creative Technologists will
make your awesome stuff
awesomer.
Creative Technologists enable
ways to say ‘yes’.



                      Via @prindlescott
Creative Technology is this
years Social Media Guru.

P.S. Next year it will be ‘User
Experience Professional’.
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.
Play Time
Permanently curious
Here are some examples of
brilliant creative technology.
Chris O'Shea - 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
Tweenbots




http://www.tweenbots.com/
EyeWriter




http://www.eyewriter.org/
http://www.creativeapplications.net/
Trends 2011
Rise Of The Backchannel




Photo by Dan Taylor
High Street 3D Printing
Wearable Computing
Real World To Gaming
Experiences




The more you run in real life,
the faster your game character.
Real World To Gaming
Experiences




The slower your heartbeat in real life,
the better aim for your game character.
Thank you.
@sermad

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What is a creative technologist?

Editor's Notes

  1. How being a creative technologist relates to my work.\n
  2. \n
  3. \n
  4. Inspired by films of the 80’s. Wanted to be a hacker after seeing War Games.\n
  5. Wanted to make special FX after seeing TRON.\n
  6. I wanted to be DARYL - A robot boy who can control computers with his mind - I want this super power.\n
  7. I LOVE transformers - I collected every issue and then my mum threw them all away.\n
  8. \n
  9. \n
  10. \n
  11. \n
  12. Whopper Sacrifice came at a time where people were bored of Facebook and collecting ‘friends’. Unfriending people to gain a Whopper tapped into that zeitgeist.\n\nChalkbot was also based on a truth - people were writing on the roads for many years and technology enabled twitter messages to be placed on the road. It was rooted in ‘Livestrong’ as a platform not trainers - hence why it made sense.\n
  13. Twelpforce was about letting your employees become brand advocates.\n\neco:Drive was about taking a pre-existing technology already in the cars and wrapping a community on top of it.\n
  14. For Hendricks Gin, Bompass & Parr created a ‘cloud’ of gin and a totally new way of experiencing a cocktail.\n\nFor Virgin Media, UVA took the idea of ‘light’ inside optical cables and made these into stunning interactive art.\n
  15. \n
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  18. \n
  19. Ask yourself why apple is so great? Is it the advertising? The product? The user experience. Most people would say ‘beautifully designed products’.\n
  20. \n
  21. \n
  22. You need to work around these constraints while coming up with ideas not come up with the idea and then figure it out.\n
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  46. This idea of augmented reality without a marker was brought to the creatives and then it was the spark of an idea for Burger King.\n
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  49. You can’t concept an idea without an understanding of technology and more than ever media. So understanding the media can give you new directions for creative thinking.\n
  50. Balance is key. Keeping the creative team small enough it isn’t bloated but skilled enough to handle the work.\n
  51. Maybe it’s about having a core team but pullling in specialists when needed.\n
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  58. We need time to play, muck about - get into the sandpit that is technology and see what we can do. Maybe it’ll spark an idea, a conversation that will lead somewhere else.\n
  59. I used to love taking things part when I was a kid. I still LOVE doing this. Figuring out how something was made so I can understand it - Never lose this. Everyone should be like this.\n\nGet your fingers burned.\n
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  62. Where does borrowing an idea move into theft?\n\nHow can we collaborate with people to take ideas they’ve worked on to our clients?\n\nHow can we protect our own ideas?\n
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  64. Taking a lifeless robot and giving it a material - cardboard. How this can create empathy between us and it.\n
  65. Open Sourcing things - Giving it away. Let the world work with you on a common goal. The crowd is smarter then the person.\n
  66. A great inspirational website - check it every week.\n
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  68. X Factor is no one without twitter. BBC have already started doing experiments with aggregating content from social media.\n\nLots of content providers are moving into this space and with the rise of the iPad and Google TV, this should hit the mainstream.\n
  69. 3D printing is still incredibly expensive - But some bright person will start to put these machines in photo printing places. You go in, design or choose your object from a template and a little while later you pick it up.\n\nCan objects that have memories associated with them still carry those memories when you copy them. What if you laser scanned your pet and then created a 3D model...\n
  70. In high end and bespoke fashion you are already seeing this - The imogen heap dress displayed ‘tweets’ while she was at an awards show.\n\nYou just need the tech to become robust and powered so you can throw it in a washing machine and not care about it.\n\nWhat if your phone was connected to the clothes you wear. When you are running it changes the colour of your jacket according to how fast you run. Or when a call comes in, your clothes change colour depending on the person. \n
  71. Everyone talks about ‘gamification’ but what about taking real world experiences and putting this back into a game.\n\nThe Mirrors Edge game is all about free running - what if your character ran faster or jumped further because you had completed a 5k run in a great time that week.\n
  72. The Killzone game is all about accurate shooting - what if your player had better aim because you had a slow heartbeat.\n\nIt just needs games designers to start playing with all these sensors.\n
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