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 Very outdated image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 CT Make

23. Copywriter
=
Copy
Art Director Creative Tech
= =
Art 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. T Shaped Model
Tech Director Producer Strategy UX IA IxD Innovation Director
Ideas /
Coder

29. Case Study
Eastern Eggs

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

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