What is a creative technologist? V3.0

I'm the first creative technologist at BBDO New York and to better explain what I do, I give this presentation.

Please note this version does not have videos. An alternative ->

http://www.sermad.com/2013/04/10/what-is-a-creative-technologist-v3-0/

Transcript

1. What is a Creative Technologist? V3.0
2. Before we try and answer that question
3. How can brands communicate to the world?
4. Very outdated image
5. 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
6. Culture is being created every minute of every day
7. By anyone with an idea and the will to make it
8. Welcome to the Age of Cultural Democracy
9. Welcome to the Age of Realization
11. Technology was an enabler to these brand truths
12. Not technology for technology’s sake
13. Things you use can’t be faked
14. The advertising is now the User Experience
15. “A great ad campaign will make a bad product fail faster.” William Bernbach
16. Welcome to the Age of Constraints
17. A lot of new ideas are not possible Not because of ‘no money / no time’ But just not possible
18. Welcome to the Age of Collaboration
19. To think creatively in these new spaces We need to tweak how we work and who we work with
20. Evolution Not a revolution in advertising
21. So seriously, what is a Creative Technologist?
22. Think Make CT
23. Art Director = Art Copywriter = Copy Creative Tech = Code
24. 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
25. I use code to help express Creative Ideas
26. Making not Talking
27. But a good creative technologist Has many other roles
28. Ideas / Coder Producer Strategy UX IxD IA Tech Director Innovation Director T Shaped Model
29. Case Study Eastern Eggs
30. No brief. Just a desire to come up with a way to raise money for the Japan Tsunami appeal Brief
31. Egg-Bot
32. Egg-Bot http://www.youtube.com/watch?v=w4cdbV2oaEc
33. Eastern Eggs Use the egg-bot to create Japanese themed eggs which can be sold for charity
35. Eastern Eggs
37. Eastern Eggs Sold over 650 eggs raising £6500 for the Red Cross Tsunami appeal
38. Technology can Be the foundation And that is OK
39. Case Study Redacted agency project
40. Case Study Google Doodle Alexander Chen
41. See the progression From prototype to a shareable idea
42. Crayong http://work.chenalexander.com/Crayong
43. MTA.ME http://work.chenalexander.com/Mta-me
44. Stringer http://work.chenalexander.com/Stringer
45. Google Doodle http://work.chenalexander.com/Les-Paul-Google-Doodle
46. Create prototypes that Demonstrate the Potential of an idea
47. 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
48. Make then Think In order to Think what to Make
49. Xbox Kinect Launch https://www.youtube.com/watch?v=p2qlHoxPioM
50. Kinect Hacking https://www.youtube.com/watch?v=CfQ6J4EnVbI
51. Kinect Hacking
52. Kinect Effect https://www.youtube.com/watch?v=DyLWGKiNLRY
53. 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
54. Give people things To make things Which are advertising Is the new advertising
55. Big things have small beginnings
56. Learn To let go
57. Trends 2013
58. Maker Movement
59. Learn To code
60. 3D Printing Not quite mainstream
61. Quantified Self
62. What if the real world & digital crossover?
63. Thank You @sermad