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!["The computer in my cell phone today is a
million times cheaper and a thousand times
more powerful than the computer that we
used at MIT when I was an undergraduate
[1965]," he says. "That's a billion-fold
increase. And we'll do that again in the next
25 years.
Ray Kurzweil
Source: http://www.newsweek.com/id/197812/page/3](https://image.slidesharecdn.com/mdwcreativetechnologist0428-110428114053-phpapp02/75/MDW-Boulder-April-11-Scott-Prindle_The-Role-of-the-Creative-Technologst-6-2048.jpg)
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MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst
1) The role of the creative technologist is to integrate programming and software development skills into the creative and strategic process. 2) Creative technologists write code, lead strategic thinking for digital platforms, and bring emerging technology ideas into concepting. 3) They help manage complexity, build prototypes, enable agile workflows, and spark creative thinking through technology research.
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MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst
- 1. The Role ofthe Creative Technologist Scott Prindle Executive Creative Technology Director Crispin Porter + Bogusky
- 2. Moore s Law The number of transistors on a chip will double about every two years. Gordon Moore, Intel co-founder, 1965
- 3. More processing power,falling costs
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- 6. "The computer inmy cell phone today is a million times cheaper and a thousand times more powerful than the computer that we used at MIT when I was an undergraduate [1965]," he says. "That's a billion-fold increase. And we'll do that again in the next 25 years. Ray Kurzweil Source: http://www.newsweek.com/id/197812/page/3
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- 8. 5 MB in1956 Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/ technology/storage.asp
- 9. 64 GB in2010 Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive
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- 11.
- 12. We’ve shifted froma traditional model
- 13. To a hybridtraditional/microsite model
- 14. To a growingdigital ecosystem driven by complex software and algorithms
- 15. This ecosystem combineselements of brand story and brand utility
- 16. It makes sensethen to integrate those who live and breath software and utility – creative technologists (programmers) – into your creative and strategic process.
- 17. Culture clash atfirst
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- 19. And think inleft-brained, logical, rule-based constructs If this condition is true then do this Else do this While this condition is true then do this Do this, this many times
- 20. And structured dataand APIs That we use to search, sort, filter, edit, and save.
- 21. And speak ina 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
- 22. And are relativelynew to the world of advertising.
- 23. What do wecall this position? - programmer? - developer? - software engineer? - creative programmer? - interactive developer? - creative coder? - data processor? - creative technologist? "
- 24. A tour throughour bookshelves can help better define the role.
- 25. The early years:brochureware and the beginnings of ecommerce
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- 29. The emergence ofdigital branding: the microsite era
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- 31. Web 2.0 andthe rise of social media
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- 36. Looking ahead: computingextends beyond the desktop
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- 43. We’re in theadvertising business now. Shouldn’t programmers know about traditional advertising? And know how to make advertising concepts?
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- 49. Back to titles.The industry has rallied around the title Creative Technologist Source: http://markavnet.wordpress.com/2010/06/22/what-the-heck-is-a-creative-technologist/, http://www.thefwa.com/job/creative-technologist-1oe, http://www.impactful-conversations.com/2010/07/creative-technologist-new-role-in.html
- 50. The role ofthe creative technologist
- 51. The creative technologistis a key member of the digital creative leadership team. And helps lead projects from briefing, through concepting, system architecture, development, and final delivery.
- 52. 1) The creativetechnologist writes code and makes functional software.
- 56. 2) The creativetechnologist leads strategic and creative thinking for brand utilities and platforms.
- 57. This isn tthrow 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, www.openforum.com
- 58. 3) The creativetechnologist brings emerging technology thinking into the creative concepting process.
- 59. A couple ofyears ago our toolkit was somewhat limited: - Flash - HTML - Video - Databases
- 60. Technologies in ournow toolkit include: - Flash - Tablet devices - HTML - Augmented reality - Video - Voice recognition and - Databases audio detection - Mobile - Physical computing - Augmented reality - Facebook - NFC - Twitter - E-readers - Geo-location - Connected TV - Multi-touch interfaces - Automotive technologies - APIs/Mashups - Robotics - Near field communications
- 61. 4) The creativetechnologist manages complexity and change.
- 62. Rapid advances intechnology can be intimidating and overwhelming.
- 63. With an in-depthunderstanding of core computer science and IT principles, this rapid change and complexity is manageable.
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- 65. The web browseron your laptop is a client.
- 66. The smart phoneapp is a client.
- 67. The tablet deviceapp is a client.
- 68. The Internet TVis a client. Source: http://www.facebook.com, insidefacebook.com
- 69. We need tobe positioned to manage the multi-screen consumer experience
- 70. 5) The creativetechnologist builds early prototypes to test ideas, interactions, and functionality. This creates forward momentum and is very helpful in selling through ideas.
- 71. Dominos: visual builderprototype
- 72. Dominos: visual builderlive Source: http://www.dominos.com
- 73. 6) The creativetechnologist enables an agile workflow. This helps to ensure high-quality, on-time deliveries.
- 74. 7) The creativetechnologist manages relationships with client IT stakeholders.
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- 76. 8) The creativetechnologist sparks creative thinking through emerging technology research and experimentation.
- 77. Art, science, andplay had merged into the magical activity of programming, with every hacker an omnipotent master of the flow of information within the machine. Steven Levy, Hackers: Heroes of the Computer Revolution Source: http://www.amazon.com/Hackers-Heroes-Computer-Revolution-Anniversary/dp/1449388396/ref=sr_1_1?ie=UTF8&qid=1291568052&sr=8-1
- 78. Augmented reality (AR)prototyping
- 79. BK: augmented realitybanner
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- 82. Experiments with theconnected vehicle: Trike Plus
- 83. Experiments with theconnected vehicle: Trike Plus
- 84. VW Fun Theory http://www.youtube.com/watch?v=cbEKAwCoCKw
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- 86. Technology will continueto bring about disruptive change in our business. The creative technologist will play a lead role in creating ideas that carry across the rapidly expanding digital ecosystem.
- 87. Points to considerwhen introducing technology into a traditional environment - Put technologists on your core strategic and creative leadership team - Include technologists in the full project life cycle – from initial research and briefing, through final project delivery - Hire technologists who know software architecture and hands-on coding - Hire technologists who can communicate and collaborate - Try out new team structures - Understand that making software is a significantly different process than making TV, print, or radio. QA is very, very important. - Be respectful of the complexity of the software development process "
- 88. Points for technologiststo consider when 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 pixel perfection - Use your knowledge of technology to make ideas better - Don’t promote technology for technology’s sake. Start with an idea and fulfill a business need. - Study the advertising and branding business - Understand that frequent change is part of the creative process"
- 89. Good resources ontechnology Blogs - Creative technologist group on LinkedIn http://www.linkedin.com/groups?gid=2830357 - www.slashdot.com" - www.ajaxian.com - www.sparkfun.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 " " "
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