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things to know about being creative in the digital age.
Three
Edward Boches @edwardboches
edwardboches.com
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Being creative is all about combinations and collisions; so learn to make them.
1. Make collisions
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In advertising we create collisions by combining images and images or images and words.
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To convey what a low speed car crash feels like.
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Combine low speed with an unexpected impact.
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To convey why censorship is troublesome.
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Combine a photograph and a visual element in a surprising way.
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But of course, both of those are messages.
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In the age of social, digital, and consumer participation, we need different kinds of collisions.
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We aren’t creating messages; we’re creating experiences.
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We have to combine words, images, media, technology, and community to create unexpected
and interesting outcomes.
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Ask not what you can say to your consumer. !
Ask what you can do for your consumer.
2. Think “Do” versus “Say”
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!
Invites participation Generates content
Inspires sharing Earns attention
What can you do that…
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Alzheimer Nederland wants awareness for the disease and a cultural conversation.
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Press release? Ad? Twitter feed? Facebook post?
Probably not…
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Combine: images, tagging, Facebook, community, photo manipulation, social stream.
“Doing” works better than “saying.”
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A.N. asked people to upload an image of a friend on its website
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Image manipulators than edited the photo…
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…and pasted it in photo of a non existing event.
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The participants received a notification that their manipulated photo was placed into the event album.
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People could then tag their friend in the photo.
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People would then see themselves tagged in events they never attended before receiving the message:
!Confusing, right? You're now experiencing what it's
like to have Alzheimer's disease."
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“Ideas that do” invite participation, generate content, inspire sharing, and earn attention
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IBM wants the tech community to understand the cognitive power of Watson.
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Press release? Ad? Blog post? White paper?
Really?
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Combine: demonstration, physical presence, food truck, social media, crowdsourcing.
Do, don’t say.
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Learning to dissect things that do work, from all walks of life, helps you find formulas and ingredients
to create collisions.
3. Master the art of dissection
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• Kacie Kinzer, an NYU Tisch student, was studying urban migratory patterns. !
• She wanted to see if this Tweenbot could navigate from one part of the city to another, relying on the kindness of strangers. !
• The flag conveys the desired destination and a call for help. !
• One by one, passersby pointed the little Tweenbot toward its destination. !
• And the Tweenbot always gets where it wanted to go.
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A creative accomplishment worth dissecting in search of a formula.
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Break big things into little pieces
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Break big things into little pieces
Psychic reward for participating
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Break big things into little pieces
Psychic reward for participating
Trust people to do the right thing
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Break big things into little pieces
Psychic reward for participating
Trust people to do the right thing
Don’t be afraid to ask
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Break big things into little pieces
Psychic reward for participating
Trust people to do the right thing
Don’t be afraid to ask
Be joyful and enthusiastic
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Is that a good formula?
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Break big things into little pieces
Psychic reward for participating
Trust people to do the right thing
Don’t be afraid to ask
Be joyful and enthusiastic
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1.
2.
3.
Learn to create collisions.
Think “do” versus “say.”
Master the art of dissection to find formulas that work.