1. AKQA: Creative Development
Creative Development:
Technology and the Creative Process
How to Pay Back Your School Bills
or Developing the Skills You Need to Get That Agency Job
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
2. AKQA: Creative Development
Me:
James de Jesus
Director of Creative Development
twitter: @xjamesdejesusx
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
3. AKQA: Creative Development
Creative Development:
Technology and the Creative Process
How to Pay Back Your School Bills
or Developing the Skills You Need to Get That Agency Job
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
7. AKQA: Creative Development
Non-integrated team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
UX Designers
Design+Copy
Developers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
8. AKQA: Creative Development
Non-integrated team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
UX Designers
Design+Copy
Developers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
9. AKQA: Creative Development
Non-integrated team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
UX Designers
Design+Copy
??? Developers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
10. AKQA: Creative Development
Non-integrated team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
UX Designers ???
Design+Copy
??? Developers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
11. AKQA: Creative Development
Non-integrated team
Strategy Concepting UX Design Design Development
Strategists ???
Concepting Team
UX Designers ???
Design+Copy
??? Developers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
12. AKQA: Creative Development
Integrated Team
Ideation and implementation happen together
Changes are quickly iterated upon
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
15. AKQA: Creative Development
Integrated Team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
16. AKQA: Creative Development
Integrated Team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
UX Designers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
17. AKQA: Creative Development
Integrated Team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
UX Designers
Visual Designers + Copywriters
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
18. AKQA: Creative Development
Integrated Team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
UX Designers
Visual Designers + Copywriters
Developers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
19. AKQA: Creative Development
Integrated Team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
UX Designers
Visual Designers + Copywriters
Developers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
20. AKQA: Creative Development
Integrated Team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
UX Designers
Visual Designers + Copywriters
Developers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
21. AKQA: Creative Development
Integrated Team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
UX Designers
Visual Designers + Copywriters
Developers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
22. AKQA: Creative Development
Integrated Team
Strategy Concepting UX Design Design Development
Strategists
Concepting Team
UX Designers
Visual Designers + Copywriters
Developers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
23. AKQA: Creative Development | Why it works
Higher quality concepts
Organic creative iteration during dev
Greater adherence to creative
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
24. AKQA: Creative Development | Why it works
Higher quality concepts
Organic creative iteration during dev
Greater adherence to creative
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
25. AKQA: Creative Development | Why it works
Higher quality concepts
Organic creative iteration during dev
Greater adherence to creative
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
29. AKQA: Creative Development | Examples
Visa Signature iPad Ad
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
30. AKQA: Creative Development | Examples
Visa Signature iPad Ad
Creatives had little understanding of the capabities
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
31. AKQA: Creative Development | Examples
Visa Signature iPad Ad
Creatives had little understanding of the capabities
Motion direction: hand gestures and weird sounds
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
32. AKQA: Creative Development | Examples
Visa Signature iPad Ad
Creatives had little understanding of the capabities
Motion direction: hand gestures and weird sounds
Developer was very design and motion minded
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
33. AKQA: Creative Development | Examples
Halo 3: Remember Reach
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
35. AKQA: Creative Development | Examples
Halo 3: Remember Reach
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
36. AKQA: Creative Development | Examples
Halo 3: Remember Reach
Super aggressive timeline - 10 weeks start to finish
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
37. AKQA: Creative Development | Examples
Halo 3: Remember Reach
Super aggressive timeline - 10 weeks start to finish
Coordination between 3 development teams
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
38. AKQA: Creative Development | Examples
Halo 3: Remember Reach
Super aggressive timeline - 10 weeks start to finish
Coordination between 3 development teams
Creative hard to match due to technology
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
39. AKQA: Creative Development | Examples
Google AdWords 20th Anniversary
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
41. AKQA: Creative Development | Examples
Google AdWords 20th Anniversary
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
42. AKQA: Creative Development | Examples
Google AdWords 20th Anniversary
Entire process spread over 3 countries + 4 companies
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
43. AKQA: Creative Development | Examples
Google AdWords 20th Anniversary
Entire process spread over 3 countries + 4 companies
Issues translating creative over to development
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
44. AKQA: Creative Development | Examples
Google AdWords 20th Anniversary
Entire process spread over 3 countries + 4 companies
Issues translating creative over to development
Took alot of effort but came out good in the end
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
45. AKQA: Creative Development
Creative Development:
Technology and the Creative Process
How to Pay Back Your School Bills
or Developing the Skills You Need to Get That Agency Job
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
48. AKQA: Creative Development
Designers and Copywriters:
Familiarize yourself with the target platform
Learn the platform
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
49. AKQA: Creative Development
Designers and Copywriters:
Familiarize yourself with the target platform
Learn the platform
Talk to your developers
COPYRIGHT 2011 AKQA. ALL RIGHTS RESERVED. 2
Art Degree\n1st Freelance gig: package design\n1st post-grad job: print (late 90’s era, service bureaus and films)\nAlways was techie, learned most of it in spare time\n
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very little technical input during concepting\nmakes creative iteration difficult during dev\nknowledge transfer difficult/impossible\n\n
Simplified project timeline\nunder ideal conditions ok - enforces each team to be completely buttoned up before the next phase\nin reality, extremely inflexible\ndistance between team increases the likelihood of this occurring\n\n
Simplified project timeline\nunder ideal conditions ok - enforces each team to be completely buttoned up before the next phase\nin reality, extremely inflexible\ndistance between team increases the likelihood of this occurring\n\n
Simplified project timeline\nunder ideal conditions ok - enforces each team to be completely buttoned up before the next phase\nin reality, extremely inflexible\ndistance between team increases the likelihood of this occurring\n\n
Simplified project timeline\nunder ideal conditions ok - enforces each team to be completely buttoned up before the next phase\nin reality, extremely inflexible\ndistance between team increases the likelihood of this occurring\n\n
Simplified project timeline\nunder ideal conditions ok - enforces each team to be completely buttoned up before the next phase\nin reality, extremely inflexible\ndistance between team increases the likelihood of this occurring\n\n
reduced ability for other disciplines to react/respond to occurrences in other phases\nNot as extreme as one may think, client sign offs or rigid process policy might enforce this policy\n
reduced ability for other disciplines to react/respond to occurrences in other phases\nNot as extreme as one may think, client sign offs or rigid process policy might enforce this policy\n
reduced ability for other disciplines to react/respond to occurrences in other phases\nNot as extreme as one may think, client sign offs or rigid process policy might enforce this policy\n
integrated technologist inside of creative\nideal CRD has design, motion and dev chops\n\n
Notion of gradual involvement/disinvolvement as the project progresses\nWithin each stage, iterate on deliverables within each phase\nUX - what is it\n\n
Notion of gradual involvement/disinvolvement as the project progresses\nWithin each stage, iterate on deliverables within each phase\nUX - what is it\n\n
Notion of gradual involvement/disinvolvement as the project progresses\nWithin each stage, iterate on deliverables within each phase\nUX - what is it\n\n
Notion of gradual involvement/disinvolvement as the project progresses\nWithin each stage, iterate on deliverables within each phase\nUX - what is it\n\n
Notion of gradual involvement/disinvolvement as the project progresses\nWithin each stage, iterate on deliverables within each phase\nUX - what is it\n\n
integrated technologist inside of creative\nideal CRD has design, motion and dev chops\n\n
integrated technologist inside of creative\nideal CRD has design, motion and dev chops\n\n
integrated technologist inside of creative\nideal CRD has design, motion and dev chops\n\n
People close to the technology guiding the concepts\n\n
lack of waterfalls allows for changes during dev to occur naturally - caveat timeline\nSitting near each other - break down walls\n\n
“designer/animator minded” dev easier understands creative sound effects for motion\nsame for understanding why layout/typography is important\n
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FWA site of the day 10/11/10\n
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Memorial to fallen soldiers on a planet called reach\nCouldn’t just do a regular solid statue, this is supposed to be in the future\n
The pitch deck one page, had a couple lines of copy and a photo of an auto factory robot\n
AKQA: CRD and Technology teams plus autofuss\n
Front-end technology was silverlight by client mandate\nNot alot of Silverlight developers out in the wild, hardly any that create sites at the experiential flash site level\n
FWA site of the day 2/1/11\nExample of spread out team, still came out good but was rather painful to get there\n
5 minutes on website\n\n
campaign was a way for google to thank the thousands of adwords customers\nconcept - google is known for its tech experiments, why not use some of that tech to say thanks, but experiments don’t always go as planned\nrobotic bees - spell name, attack lab techs, \ndomino laying machine spells name, blown away by camera helicopter\nlaser etches name into moon, laser overheats and explodes\ntechnology - flash video with dynamically generated elements tied to the subscriber - id-ed by querystring, hosted on google brand channel page\n
Concept, video shoots in CA\nDesign and post production in Amsterdam\nSite Development in London\n\n
Development was done in isolation, creative handoff consisted of emails and phone calls\nDevelopment team was very good, dynamic video effects, particles, etc\nEnded up iterating far more than we needed to in order to get the right match on creative\n
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Don’t design for web specs if it’s mobile, keep in mind available type face choice, screen dimensions\n
Intimate knowledge of the platform empowers you with the knowledge of all the states of the platform\n\n
They have intimate knowledge of the functionality, picking their brains will make your designs better\n\n
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At the end of the day, the client does not care what design patterns you know or what cool framework you used\nIt should be good enough for you to read and understand 6 months from now after you forget\n\n
The client saw what the designer and copywriter slaved over, your job is to match that as close as you humanly can\nHaving an understanding of layout, typography will make this easier\n
Different languages require different thought processes and patterns\nLearn what works well in one language and apply to others\n\n
The most important thing: technical design\nDo it on paper, use a modelling tool, whatever\nThis will make you think about what you’re trying to accomplish with code and will point out any flaws in your assumptions before they become expensive refacroting exercises.\n\n
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No longer good enough to think of just a web site on desktop, developer a holistic approach and add subtract platforms as you go\nDesktop->Mobile->Tablets\n
CSS3, WebGL, rebirth of SVG, LocalStorage, Semantic Markup\nW3C vs WHATWG\nIt doesn’t mean the death of Flash - always pick the right tool for the job!\n
Phone-like interaction models with desktop like real estate and bandwidth\niPad, Android tablet (samsung, motorola), Blackberry Playbook,\n
