What is a creative technologist? V3.0

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What is a Creative Technologist? V3.0

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Before we try and answer that question

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How can brands communicate to the world?

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Very outdated image

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Advertising can be big TV Advertising can be a utility Advertising can be an event Advertising can be a game Advertising can be a community Advertising can be so many things that the rule book has gone out of the window

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Culture is being created every minute of every day

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By anyone with an idea and the will to make it

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Welcome to the Age of Cultural Democracy

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Welcome to the Age of Realization

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Technology was an enabler to these brand truths

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Not technology for technology’s sake

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Things you use can’t be faked

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The advertising is now the User Experience

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“A great ad campaign will make a bad product fail faster.” William Bernbach

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Welcome to the Age of Constraints

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A lot of new ideas are not possible Not because of ‘no money / no time’ But just not possible

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Welcome to the Age of Collaboration

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To think creatively in these new spaces We need to tweak how we work and who we work with

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Evolution Not a revolution in advertising

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So seriously, what is a Creative Technologist?

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Think Make CT

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Art Director = Art Copywriter = Copy Creative Tech = Code

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Be briefed to originate ideas to solve communications problems for our clients Work within a creative platform - the BIG idea and take it into a new space Collaborate with art director / copywriter to form multidisciplinary teams See interesting bits of technology to form new ideas around Be a ﬁlter on emerging trends in technology and share this to hopefully inspire new ideas

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I use code to help express Creative Ideas

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Making not Talking

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But a good creative technologist Has many other roles

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Ideas / Coder Producer Strategy UX IxD IA Tech Director Innovation Director T Shaped Model

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Case Study Eastern Eggs

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No brief. Just a desire to come up with a way to raise money for the Japan Tsunami appeal Brief

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Egg-Bot

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Egg-Bot http://www.youtube.com/watch?v=w4cdbV2oaEc

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Eastern Eggs Use the egg-bot to create Japanese themed eggs which can be sold for charity

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Eastern Eggs

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Eastern Eggs Sold over 650 eggs raising £6500 for the Red Cross Tsunami appeal

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Technology can Be the foundation And that is OK

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Case Study Redacted agency project

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Case Study Google Doodle Alexander Chen

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See the progression From prototype to a shareable idea

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Crayong http://work.chenalexander.com/Crayong

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MTA.ME http://work.chenalexander.com/Mta-me

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Stringer http://work.chenalexander.com/Stringer

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Google Doodle http://work.chenalexander.com/Les-Paul-Google-Doodle

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Create prototypes that Demonstrate the Potential of an idea

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When you make a prototype as part of the creative process, it unlocks a deeper understanding of the idea When you give a client a prototype, it gives them an idea they can play with, it somehow feels tangible and buyable A prototype can be coded and then a ﬁlm

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Make then Think In order to Think what to Make

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Xbox Kinect Launch https://www.youtube.com/watch?v=p2qlHoxPioM

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Kinect Hacking https://www.youtube.com/watch?v=CfQ6J4EnVbI

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Kinect Hacking

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Kinect Effect https://www.youtube.com/watch?v=DyLWGKiNLRY

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Microsoft saw what the hobbyist communities were doing with the Kinect and initially sent the lawyers after them Then they changed their tack when they saw the amazing things people were making with the Kinect Sadly most of the things demonstrated in the Kinect Effect ad are ﬁction... Eventually Microsoft embraced the community and provided them with help & tools