MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst
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Semelhante a MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst
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MDW Boulder April '11 | Scott Prindle_The Role of the Creative Technologst
- 1. The Role of the 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
- 6. "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
- 7. More storage, falling costs
- 8. 5 MB in 1956 Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/ technology/storage.asp
- 9. 64 GB in 2010 Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive
- 10. Faster bandwidth, falling costs
- 11. Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-flashback
- 12. We’ve shifted from a traditional model
- 13. To a hybrid traditional/microsite model
- 14. To a growing digital ecosystem driven by complex software and algorithms
- 15. This ecosystem combines elements of brand story and brand utility
- 16. It makes sense then to integrate those who live and breath software and utility – creative technologists (programmers) – into your creative and strategic process.
- 17. Culture clash at first
- 18. Technologists think in code
- 19. And think in left-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 data and APIs That we use to search, sort, filter, edit, and save.
- 21. And speak in a 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 relatively new to the world of advertising.
- 23. What do we call this position? - programmer? - developer? - software engineer? - creative programmer? - interactive developer? - creative coder? - data processor? - creative technologist? "
- 24. A tour through our bookshelves can help better define the role.
- 25. The early years: brochureware and the beginnings of ecommerce
- 29. The emergence of digital branding: the microsite era
- 31. Web 2.0 and the rise of social media
- 36. Looking ahead: computing extends beyond the desktop
- 43. We’re in the advertising business now. Shouldn’t programmers know about traditional advertising? And know how to make advertising concepts?
- 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 of the creative technologist
- 51. The creative technologist is 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 creative technologist writes code and makes functional software.
- 56. 2) The creative technologist leads strategic and creative thinking for brand utilities and platforms.
- 57. This isn t throw 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 creative technologist brings emerging technology thinking into the creative concepting process.
- 59. A couple of years ago our toolkit was somewhat limited: - Flash - HTML - Video - Databases
- 60. Technologies in our now 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 creative technologist manages complexity and change.
- 62. Rapid advances in technology can be intimidating and overwhelming.
- 63. With an in-depth understanding of core computer science and IT principles, this rapid change and complexity is manageable.
- 65. The web browser on your laptop is a client.
- 66. The smart phone app is a client.
- 67. The tablet device app is a client.
- 68. The Internet TV is a client. Source: http://www.facebook.com, insidefacebook.com
- 69. We need to be positioned to manage the multi-screen consumer experience
- 70. 5) The creative technologist builds early prototypes to test ideas, interactions, and functionality. This creates forward momentum and is very helpful in selling through ideas.
- 71. Dominos: visual builder prototype
- 72. Dominos: visual builder live Source: http://www.dominos.com
- 73. 6) The creative technologist enables an agile workflow. This helps to ensure high-quality, on-time deliveries.
- 74. 7) The creative technologist manages relationships with client IT stakeholders.
- 76. 8) The creative technologist sparks creative thinking through emerging technology research and experimentation.
- 77. Art, science, and play 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 reality banner
- 80. Experiments with multitouch table
- 82. Experiments with the connected vehicle: Trike Plus
- 83. Experiments with the connected vehicle: Trike Plus
- 84. VW Fun Theory http://www.youtube.com/watch?v=cbEKAwCoCKw
- 85. One happy family now
- 86. Technology will continue to 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 consider when 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 technologists to 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 on technology 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 " " "
- 90. Thank you.