Marco Tempest revealed that there are three elements of magic: understanding technology, psychology, and collaboration. Magicians are early adopters of new technologies, just as advertisers should be to create illusions. Magicians also understand psychology and how the brain works to create effective illusions, requiring advertisers to understand more than just wants and needs. While magicians keep secrets, the document advocates that advertisers should collaborate with partners to tell stories and create magical experiences that help consumers envision a better future.

1. THERE IS
MAGIC IN THE
FUTURE
Insights from the
TED panel

2. THERE IS MAGIC IN THE FUTURE
TED
came to canne
s
and brought Technoillusionist Marco Tempest.
He revealed the three elements of magic.
If you want to tell
magica
l stories,
you better understand magic.

3. THERE IS MAGIC IN THE FUTURE
Magicians are the
original early-
adopters
.
Like magicians, advertisers can benefit by adopting new technologies
as quickly as possible. Remember what Arthur C. Clarke said: “Any
sufficiently advanced technology is indistinguishable from magic.”
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4. THERE IS MAGIC IN THE FUTURE
Magicia
ns
understand psychology.
“Magicians know,” Tempest tells us, “that the brain is lazy.” They use
their knowledge of psychology to create an illusion. Advertisers need to
understand more than just wants and needs. Telling great stories requires
understanding how the brain absorbs and processes information.
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5. Magicians keep
secrets
.
But that doesn’t mean you should. Tempest makes illusions that
prototype the future, and he relies on partners and co-creators to do
it. Great advertising stories can be told by one person, but to create
magical experiences that help consumers envision a better future,
you need collaborators.
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THERE IS MAGIC IN THE FUTURE