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What is a
Creative Technologist?

V1.0
Hello. I’m Sermad.
A little bit about me.
Kerb | Holler | Glue London | Wieden + Kennedy | TBWA

11 Years experience in ‘digital’. Boom + Bust.

Worked across lots ...
So again, what is a
Creative Technologist?
But before we try and
answer that question.
What is advertising
these days?
Whopper Sacrifice   Chalkbot
Technology not for
technologies’ sake.

Technology was an enabler to
these brand truths.
TwelpForce   eco:Drive
Alcoholic Architecture   Speed Of Light
Advertising can be ‘big’ telly.

Advertising can be a utility.

Advertising can be advertising the advertising.

Advertisi...
To do all this amazing new stuff
we have to change the way we
work and think.
Welcome to the
‘Age of Execution’.
Telly and print can be faked.

Things you use can’t.
The advertising is now the
user experience.
Welcome to the
‘Age of Constraints’.
A lot of interactive ideas are
just not possible - not in the
not enough time / money way.

But just not possible.
Welcome to the
‘Age of Collaboration’.
To even think creatively in
these new interactive spaces
takes a lot of different skills
from outside of this agency.
So seriously, what is a
Creative Technologist?
THINK




        CT

MAKE           BX
Think
•   Be briefed to originate ideas to solve communication
    problems for our clients.

•   Work with a creative pla...
Make
• Create tests and prototypes that
  demonstrate creative ideas.
• Play with technology to gain a deeper
  understand...
Prototyping




http://vimeo.com/16985224
Prototyping
• When you make a prototype as part of the
  creative process, it unlocks a deeper
  understanding of the prob...
BX (Brand Experience)
•   Step back from the idea and ask common sense user
    experience questions.

•   What types of t...
A Creative Technologist
is a lot of types of jobs
rolled into one.
T Shaped Model




Tech Director   Producer   Planner   BX   IA    IxD   Innovation Director




                         ...
Art Director   Copywriter    Creative Tech

     =             =               =

  Pictures       Words           Code


...
I use code to help
express my creative
ideas.
Making not talking.
So that means any
developer can be a
creative technologist?
Well yes...

But can they think up ideas
that solve communication
problems?
Maybe not.
Creative Technologist is
also a bit of a rubbish
job title.
It implies that not
technologists are not
creative.
You don’t have the title
‘creative art directors’...
The problem is that the
definition of creativity
is flawed.
Little ideas can lead to
big things.
http://www.youtube.com/watch?v=6LNgXxxCdus&feature=related
The concept of the
‘creative team’ really
has to change to cope
with making this new
stuff.
Art Director   Copywriter
Better team?


                              CT



               Art Director        Copywriter




                     ...
Better team??


                               CT



                Art Director        Copywriter




                  ...
Core Team
                                                 Specialist


                               CT



             ...
So I hope I haven’t
confused you all.
In summary.
Creative Technologists will
make your awesome stuff
awesomer.
Creative Technologists enable
ways to say ‘yes’.



                      Via @prindlescott
Creative Technology is this
years Social Media Guru.

P.S. Next year it will be ‘User
Experience Professional’.
How to spot a good CT

•   Can they make stuff with code.

•   Can they originate and present their own ideas.

•   Can th...
Play Time
Permanently curious
Here are some examples of
brilliant creative technology.
Chris O'Shea - Hand From Above




 http://vimeo.com/7042266
Inspired by Hand From Above?




http://vimeo.com/12855619
Inspired by Hand From Above?




http://www.youtube.com/watch?v=kZG248mXkDk
Tweenbots




http://www.tweenbots.com/
EyeWriter




http://www.eyewriter.org/
http://www.creativeapplications.net/
Trends 2011
Rise Of The Backchannel




Photo by Dan Taylor
High Street 3D Printing
Wearable Computing
Real World To Gaming
Experiences




The more you run in real life,
the faster your game character.
Real World To Gaming
Experiences




The slower your heartbeat in real life,
the better aim for your game character.
Thank you.
@sermad
What is a creative technologist?
What is a creative technologist?
What is a creative technologist?
What is a creative technologist?
What is a creative technologist?
What is a creative technologist?
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What is a creative technologist? Slide 1 What is a creative technologist? Slide 2 What is a creative technologist? Slide 3 What is a creative technologist? Slide 4 What is a creative technologist? Slide 5 What is a creative technologist? Slide 6 What is a creative technologist? Slide 7 What is a creative technologist? Slide 8 What is a creative technologist? Slide 9 What is a creative technologist? Slide 10 What is a creative technologist? Slide 11 What is a creative technologist? Slide 12 What is a creative technologist? Slide 13 What is a creative technologist? Slide 14 What is a creative technologist? Slide 15 What is a creative technologist? Slide 16 What is a creative technologist? Slide 17 What is a creative technologist? Slide 18 What is a creative technologist? Slide 19 What is a creative technologist? Slide 20 What is a creative technologist? Slide 21 What is a creative technologist? Slide 22 What is a creative technologist? Slide 23 What is a creative technologist? Slide 24 What is a creative technologist? Slide 25 What is a creative technologist? Slide 26 What is a creative technologist? Slide 27 What is a creative technologist? Slide 28 What is a creative technologist? Slide 29

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What is a creative technologist? Slide 31 What is a creative technologist? Slide 32 What is a creative technologist? Slide 33 What is a creative technologist? Slide 34 What is a creative technologist? Slide 35 What is a creative technologist? Slide 36 What is a creative technologist? Slide 37 What is a creative technologist? Slide 38 What is a creative technologist? Slide 39 What is a creative technologist? Slide 40 What is a creative technologist? Slide 41 What is a creative technologist? Slide 42 What is a creative technologist? Slide 43 What is a creative technologist? Slide 44 What is a creative technologist? Slide 45 What is a creative technologist? Slide 46

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What is a creative technologist? Slide 48 What is a creative technologist? Slide 49 What is a creative technologist? Slide 50 What is a creative technologist? Slide 51 What is a creative technologist? Slide 52 What is a creative technologist? Slide 53 What is a creative technologist? Slide 54 What is a creative technologist? Slide 55 What is a creative technologist? Slide 56 What is a creative technologist? Slide 57 What is a creative technologist? Slide 58 What is a creative technologist? Slide 59 What is a creative technologist? Slide 60 What is a creative technologist? Slide 61

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What is a creative technologist?

I gave this talk to the agency I work at, as i'm the first 'creative technologist' there.

My thoughts on what my job means, where I think the industry is going and some inspirational stuff in the back end.

These slides are quite old - please see the latest version - http://www.slideshare.net/sermad1/what-is-a-creative-technologist

@sermad

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What is a creative technologist?

  1. 1. What is a Creative Technologist? V1.0
  2. 2. Hello. I’m Sermad. A little bit about me.
  3. 3. Kerb | Holler | Glue London | Wieden + Kennedy | TBWA 11 Years experience in ‘digital’. Boom + Bust. Worked across lots of stuff - games, web builds, mobile applications, interactive installations...
  4. 4. So again, what is a Creative Technologist?
  5. 5. But before we try and answer that question.
  6. 6. What is advertising these days?
  7. 7. Whopper Sacrifice Chalkbot
  8. 8. Technology not for technologies’ sake. Technology was an enabler to these brand truths.
  9. 9. TwelpForce eco:Drive
  10. 10. Alcoholic Architecture Speed Of Light
  11. 11. Advertising can be ‘big’ telly. Advertising can be a utility. Advertising can be advertising the advertising. Advertising can be a game. Advertising can be an experience. Advertising can be a community. Advertising can be so many things that the rule book has gone out of the window.
  12. 12. To do all this amazing new stuff we have to change the way we work and think.
  13. 13. Welcome to the ‘Age of Execution’.
  14. 14. Telly and print can be faked. Things you use can’t.
  15. 15. The advertising is now the user experience.
  16. 16. Welcome to the ‘Age of Constraints’.
  17. 17. A lot of interactive ideas are just not possible - not in the not enough time / money way. But just not possible.
  18. 18. Welcome to the ‘Age of Collaboration’.
  19. 19. To even think creatively in these new interactive spaces takes a lot of different skills from outside of this agency.
  20. 20. So seriously, what is a Creative Technologist?
  21. 21. THINK CT MAKE BX
  22. 22. Think • Be briefed to originate ideas to solve communication problems for our clients. • Work with a creative platform - ‘the big thought’ and take it into different space. • Work with creative teams to make their ideas better. • See interesting bits of technology and translate it into new ideas. • Be a filter on new trends in technology, share it to right people to inspire and innovate.
  23. 23. Make • Create tests and prototypes that demonstrate creative ideas. • Play with technology to gain a deeper understanding.
  24. 24. Prototyping http://vimeo.com/16985224
  25. 25. Prototyping • When you make a prototype as part of the creative process, it unlocks a deeper understanding of the problems. • When you give a client a built prototype, it gives them enough of an impression of the type of experience they are buying into. • Prototyping can be coded, a filmed storyboard or simply scamps loaded onto a phone.
  26. 26. BX (Brand Experience) • Step back from the idea and ask common sense user experience questions. • What types of technology does the audience use? • How does the user find this idea, participate and share? • What are the barriers? context? time? place? • Are we asking too much? • Does this idea affect other parts of the brand? • How do all the touchpoints interplay? • Not about deep IA and UX.
  27. 27. A Creative Technologist is a lot of types of jobs rolled into one.
  28. 28. T Shaped Model Tech Director Producer Planner BX IA IxD Innovation Director ‘Creative' / Developer
  29. 29. Art Director Copywriter Creative Tech = = = Pictures Words Code Via @prindlescott
  30. 30. I use code to help express my creative ideas.
  31. 31. Making not talking.
  32. 32. So that means any developer can be a creative technologist?
  33. 33. Well yes... But can they think up ideas that solve communication problems?
  34. 34. Maybe not.
  35. 35. Creative Technologist is also a bit of a rubbish job title.
  36. 36. It implies that not technologists are not creative.
  37. 37. You don’t have the title ‘creative art directors’...
  38. 38. The problem is that the definition of creativity is flawed.
  39. 39. Little ideas can lead to big things.
  40. 40. http://www.youtube.com/watch?v=6LNgXxxCdus&feature=related
  41. 41. The concept of the ‘creative team’ really has to change to cope with making this new stuff.
  42. 42. Art Director Copywriter
  43. 43. Better team? CT Art Director Copywriter Comms Planner
  44. 44. Better team?? CT Art Director Copywriter Comms Planner Producer Client
  45. 45. Core Team Specialist CT Art Director Copywriter Comms Planner Specialist
  46. 46. So I hope I haven’t confused you all.
  47. 47. In summary.
  48. 48. Creative Technologists will make your awesome stuff awesomer.
  49. 49. Creative Technologists enable ways to say ‘yes’. Via @prindlescott
  50. 50. Creative Technology is this years Social Media Guru. P.S. Next year it will be ‘User Experience Professional’.
  51. 51. How to spot a good CT • Can they make stuff with code. • Can they originate and present their own ideas. • Can they inspire. • Can they collaborate. • Can they spot brand truths where technology can be applied. • Can they keep the ‘person’ at the heart of any solutions.
  52. 52. Play Time
  53. 53. Permanently curious
  54. 54. Here are some examples of brilliant creative technology.
  55. 55. Chris O'Shea - Hand From Above http://vimeo.com/7042266
  56. 56. Inspired by Hand From Above? http://vimeo.com/12855619
  57. 57. Inspired by Hand From Above? http://www.youtube.com/watch?v=kZG248mXkDk
  58. 58. Tweenbots http://www.tweenbots.com/
  59. 59. EyeWriter http://www.eyewriter.org/
  60. 60. http://www.creativeapplications.net/
  61. 61. Trends 2011
  62. 62. Rise Of The Backchannel Photo by Dan Taylor
  63. 63. High Street 3D Printing
  64. 64. Wearable Computing
  65. 65. Real World To Gaming Experiences The more you run in real life, the faster your game character.
  66. 66. Real World To Gaming Experiences The slower your heartbeat in real life, the better aim for your game character.
  67. 67. Thank you. @sermad
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I gave this talk to the agency I work at, as i'm the first 'creative technologist' there. My thoughts on what my job means, where I think the industry is going and some inspirational stuff in the back end. These slides are quite old - please see the latest version - http://www.slideshare.net/sermad1/what-is-a-creative-technologist @sermad

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