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What is a
Creative Technologist?
V3.0
Before we try and
answer that question
How can brands
communicate to
the world?
Very outdated image
Advertising can be big TV
Advertising can be a utility
Advertising can be an event
Advertising can be a game
Advertising c...
Culture is being
created every
minute of every day
By anyone with
an idea and the
will to make it
Welcome to the
Age of Cultural
Democracy
Welcome to the
Age of Realization
Technology was an
enabler to these
brand truths
Not technology for
technology’s sake
Things you use can’t
be faked
The advertising is now the
User Experience
“A great ad campaign will make
a bad product fail faster.”
William Bernbach
Welcome to the
Age of Constraints
A lot of new ideas
are not possible
Not because of ‘no
money / no time’
But just not possible
Welcome to the
Age of Collaboration
To think creatively in
these new spaces
We need to tweak how we
work and who we work with
Evolution

Not a revolution in advertising
So seriously, what is a
Creative Technologist?
Think   CT   Make
Copywriter
            =
          Copy


Art Director   Creative Tech
     =               =
    Art           Code
Be briefed to originate ideas to solve
communications problems for our clients
Work within a creative platform - the
BIG i...
I use code to help express
Creative Ideas
Making not
Talking
But a good creative technologist
Has many other roles
T Shaped Model


Tech Director   Producer   Strategy   UX   IA   IxD   Innovation Director




                           ...
Case Study
Eastern Eggs
Brief
No brief. Just a desire
to come up with a
way to raise money
for the Japan Tsunami
appeal
Egg-Bot
Egg-Bot




http://www.youtube.com/watch?v=w4cdbV2oaEc
Eastern Eggs
Use the egg-bot to
create Japanese
themed eggs which
can be sold for
charity
Eastern Eggs
Eastern Eggs
Sold over 650 eggs
raising £6500 for the
Red Cross Tsunami
appeal
Technology can
Be the foundation
And that is OK
Case Study
Redacted agency project
Case Study
Google Doodle
Alexander Chen
See the progression
From prototype
to a shareable idea
Crayong




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




http://work.chenalexander.com/Mta-me
Stringer




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




http://work.chenalexander.com/Les-Paul-Google-Doodle
Create prototypes that
Demonstrate the
Potential of an idea
When you make a prototype as part of the
creative process, it unlocks a deeper
understanding of the idea
When you give a c...
Make then Think
In order to
Think what to Make
Xbox Kinect
Launch




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




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




https://www.youtube.com/watch?v=DyLWGKiNLRY
Microsoft saw what the hobbyist communities
were doing with the Kinect and initially sent
the lawyers after them
Then they...
Give people things
To make things
Which are advertising
Is the new advertising
Big things
have small beginnings
Learn
To let go
Trends
2013
Maker
Movement
Learn
To code
3D Printing
Not quite mainstream
Quantified
Self
What if the real world
& digital crossover?
Thank You
@sermad
What is a creative technologist? V3.0
What is a creative technologist? V3.0
What is a creative technologist? V3.0
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What is a creative technologist? V3.0

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What is a creative technologist? V3.0

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