MDW NY | Scott Prindle_The Role of Creative Technologist
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Scott Prindle presents the role of the creative technologist at BDW's Making Digital Work NY workshiop
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MDW NY | Scott Prindle_The Role of Creative Technologist
- 1. Making Digital Work NYC The Role of the Creative Technologist Scott Prindle, 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. “The ‘triple play’ of faster, better, cheaper technologies – processing, storage, and bandwidth – all come together online.” Chris Anderson, Free: The Future of a Radical Price Source: http://www.amazon.com/Free-Future-Radical-Chris-Anderson/dp/1401322905/ref=sr_1_1? ie=UTF8&s=books&qid=1260176820&sr=1-1
- 13. We’ve shifted from a traditional model
- 14. To a hybrid traditional/microsite model
- 15. To a growing digital ecosystem driven by complex software and algorithms
- 16. This ecosystem combines elements of brand story and brand utility
- 17. It makes sense then to integrate those who live and breath software and utility – creative technologists (programmers) – into your creative and strategic process.
- 18. The future of advertising? Source: http://www.hulu.com/watch/19050/saturday-night-live-nick-burns
- 19. Culture clash at first
- 20. Technologists think in code
- 21. 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
- 22. And structured data and APIs
- 23. 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
- 24. And are relatively new to the world of advertising.
- 25. The technologist’s evolving bookshelf illustrates the transition into this space.
- 26. The early years: brochureware and the beginnings of ecommerce
- 30. The emergence of digital branding: the microsite era
- 32. Web 2.0 and the rise of social media
- 36. We’re in the advertising business now. Shouldn’t programmers know about traditional advertising?
- 41. Looking ahead: computing extends beyond the desktop
- 47. The role of the creative technologist
- 48. 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.
- 49. 1) The creative technologist leads strategic and creative thinking for brand utilities and platforms.
- 50. 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
- 51. 2) The creative technologist introduces emerging technologies into the creative concepting process.
- 52. A couple of years ago our toolkit was somewhat limited: - Flash - HTML - Video - Databases
- 53. Technologies in our now toolkit include: - Flash - Tablet devices - HTML - Augmented reality - Video - Voice recognition and audio detection - Databases - Physical computing - Mobile - Augmented reality - Facebook - RFID - Twitter - e-readers - Geo-location - interactive TV - Multi-touch interfaces - automotive - APIs/Mashups technologies
- 54. 3) The creative technologist manages complexity.
- 55. The digital ecosytem is becoming increasingly complex.
- 56. The growing toolkit is becoming increasingly complex. - Flash - Tablet devices - HTML - Augmented reality - Video - Voice recognition and audio detection - Databases - Physical computing - Mobile - Augmented reality - Facebook - RFID - Twitter - e-readers - Geo-location - interactive TV - Multi-touch interfaces - automotive - APIs/Mashups technologies
- 57. And this can be intimidating and overwhelming.
- 58. With an in-depth understanding of core computer science and IT principles, this rapid change and complexity is manageable.
- 60. The web browser on your laptop is a client.
- 61. The smart phone app is a client.
- 62. The tablet device app is a client.
- 63. Then Internet TV is a client. Source: http://www.facebook.com, insidefacebook.com
- 64. 4) The creative technologist builds early prototypes to test ideas, interactions, and functionality. This creates forward momentum and is very helpful in selling through ideas.
- 65. Dominos: visual builder prototype
- 66. Dominos: visual builder live Source: http://www.dominos.com
- 67. 5) The creative technologist enables an agile workflow. This helps to ensure high-quality, on-time deliveries.
- 68. 6) The creative technologist manages relationships with client IT stakeholders.
- 70. 7) The creative technologist sparks creative thinking through emerging technology research and experimentation.
- 71. ”Art, science, and play had merged into the magical activity of programming, with every hacker and 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
- 72. Augmented reality (AR) prototyping
- 73. BK: augmented reality banner
- 77. Experiments with multitouch table
- 79. Experiments with the connected vehicle: Trike Plus
- 80. Experiments with the connected vehicle: Trike Plus
- 81. VW Fun Theory
- 82. VW Fun Theory http://www.youtube.com/watch?v=cbEKAwCoCKw
- 83. One happy family now
- 84. 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.
- 85. 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 - Understand that making software is a significantly different process than making TV or print. QA is very, very important. - Be respectful of the complexity of the software development process
- 86. 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"
- 87. Good resources on technology Blogs - Creative technologist group on LinkedIn http://www.linkedin.com/groups?gid=2830357 - www.slashdot.com" - www.ajaxian.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 "
- 88. Thank you.