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 workshiopTRANSCRIPT
Making Digital Work NYC The Role of the Creative Technologist
Scott Prindle, Crispin Porter + Bogusky
“The number of transistors on a chip will double about every two years.”
Gordon Moore, Intel co-founder, 1965
Moore’s Law
More processing power, falling costs
Source: http://www.staps.uhp-nancy.fr/informatique/eniac_fichiers/eniac4.jpg
http://www.apple.com/iphone/gallery/#gallery01
"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.”
Source: http://www.newsweek.com/id/197812/page/3
Ray Kurzweil
More storage, falling costs
Source: http://www-03.ibm.com/ibm/history/exhibits/storage/storage_350.html, http://www.snopes.com/photos/technology/storage.asp
5 MB in 1956
Source: http://www.sandisk.com/products/usb-flash-drives/sandisk-ultra-backup-usb-flash-drive
64 GB in 2010
Faster bandwidth, falling costs
Source: http://www.colbertnation.com/the-colbert-report-videos/219665/february-24-2009/1997-flashback
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
“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
We’ve shifted from a traditional model
To a hybrid traditional/microsite model
To a growing digital ecosystem driven by complex software and algorithms
This ecosystem combines elements of brand story and brand utility
It makes sense then to integrate those who live and breath software and utility – creative technologists (programmers) – into your creative and strategic process.
The future of advertising?
Source: http://www.hulu.com/watch/19050/saturday-night-live-nick-burns
Culture clash at first
Technologists think in code
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
And structured data and APIs
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
And speak in a long list of acronyms
And are relatively new to the world of advertising.
The technologist’s evolving bookshelf illustrates the transition into this space.
The early years: brochureware and the beginnings of ecommerce
Source: http://www.amazon.com/HTML-XHTML-Definitive-Guide-6th/dp/0596527322/ref=sr_1_4?ie=UTF8&qid=1291566619&sr=8-4
Source: http://www.amazon.com/Programming-Perl-3rd-Larry-Wall/dp/0596000278/ref=sr_1_2?s=books&ie=UTF8&qid=1291566664&sr=1-2
Source: http://www.amazon.com/Expert-Oracle-Database-Architecture-Programming/dp/1590595300/ref=sr_1_1?s=books&ie=UTF8&qid=1291566696&sr=1-1
The emergence of digital branding: the microsite era
Source: http://www.amazon.com/Essential-Guide-Flash-CS4-ActionScript/dp/1430218118/ref=sr_1_1?s=books&ie=UTF8&qid=1291566723&sr=1-1
Web 2.0 and the rise of social media
Source: http://www.amazon.com/Ajax-Definitive-Anthony-Holdener-III/dp/0596528388/ref=sr_1_2?ie=UTF8&s=books&qid=1291566750&sr=1-2
Source: http://www.amazon.com/Mashups-Strategies-Enterprise-Jeffrey-Hanson/dp/032159181X/ref=sr_1_1?ie=UTF8&s=books&qid=1291566772&sr=1-1
Source: http://www.amazon.com/Essential-Facebook-Development-Successful-Applications/dp/0321637984/ref=sr_1_1?ie=UTF8&s=books&qid=1291566798&sr=1-1
We’re in the advertising business now.
Shouldn’t programmers know about traditional advertising?
Source: http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?s=books&ie=UTF8&qid=1291566827&sr=1-1
Source: http://www.amazon.com/Kellogg-Advertising-Media-Bobby-Calder/dp/0470119861/ref=sr_1_1?ie=UTF8&s=books&qid=1291566849&sr=1-1
Source: http://www.amazon.com/Groundswell-Winning-Transformed-Social-Technologies/dp/1422125009/ref=sr_1_1?s=books&ie=UTF8&qid=1291566868&sr=1-1
Source: http://www.amazon.com/Here-Comes-Everybody-Organizing-Organizations/dp/0143114948/ref=sr_1_1?s=books&ie=UTF8&qid=1291566890&sr=1-1
Looking ahead: computing extends beyond the desktop
Source: http://www.amazon.com/Mobile-Design-Development-Practical-Techniques/dp/0596155441/ref=sr_1_1?s=books&ie=UTF8&qid=1291566933&sr=1-1
Source: http://www.amazon.com/iPhone-SDK-Programming-Advanced-Development/dp/0470683988/ref=sr_1_4?s=books&ie=UTF8&qid=1291566956&sr=1-4
Source: http://www.amazon.com/Hello-Android-Introducing-Development-Programmers/dp/1934356565/ref=sr_1_1?s=books&ie=UTF8&qid=1291566985&sr=1-1
Source: http://www.amazon.com/Introducing-HTML5-Voices-That-Matter/dp/0321687299/ref=sr_1_1?ie=UTF8&s=books&qid=1291567009&sr=1-1
Source: http://www.amazon.com/Everyware-Dawning-Age-Ubiquitous-Computing/dp/0321384016/ref=sr_1_1?s=books&ie=UTF8&qid=1291567028&sr=1-1
The role of the creative technologist
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.
1) The creative technologist leads strategic and creative thinking for brand utilities and platforms.
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
2) The creative technologist introduces emerging technologies into the creative concepting process.
A couple of years ago our toolkit was somewhat limited:
- Flash
- HTML
- Video
- Databases
Technologies in our now toolkit include:
- Flash
- HTML
- Video
- Databases
- Mobile
- Geo-location
- Multi-touch interfaces
- APIs/Mashups
- Tablet devices
- Augmented reality
- Voice recognition and audio detection
- Physical computing
- Augmented reality
- RFID
- e-readers
- interactive TV
- automotive technologies
3) The creative technologist manages complexity.
The digital ecosytem is becoming increasingly complex.
The growing toolkit is becoming increasingly complex.
- Flash
- HTML
- Video
- Databases
- Mobile
- Geo-location
- Multi-touch interfaces
- APIs/Mashups
- Tablet devices
- Augmented reality
- Voice recognition and audio detection
- Physical computing
- Augmented reality
- RFID
- e-readers
- interactive TV
- automotive technologies
And this can be intimidating and overwhelming.
With an in-depth understanding of core computer science and IT principles, this rapid change and complexity is manageable.
The client-server model
The web browser on your laptop is a client.
The smart phone app is a client.
The tablet device app is a client.
Then Internet TV is a client.
Source: http://www.facebook.com, insidefacebook.com
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.
Dominos: visual builder prototype
Dominos: visual builder live
Source: http://www.dominos.com
5) The creative technologist enables an agile workflow.
This helps to ensure high-quality, on-time deliveries.
6) The creative technologist manages relationships with client IT stakeholders.
Source: http://www.computerworld.com/s/article/9197888/Why_CIOs_Should_Friend_CMOs, http://www.informationweek.com/news/global-cio/trends/showArticle.jhtml?articleID=227700221, http://www.cmo.com/leadership/cmos-cios-can-relationship-be-saved, http://www.chiefmartec.com/2010/10/align-or-redefine-the-cmo-and-cio.html
7) The creative technologist sparks creative thinking through emerging technology research and experimentation.
”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.”
Source: http://www.amazon.com/Hackers-Heroes-Computer-Revolution-Anniversary/dp/1449388396/ref=sr_1_1?ie=UTF8&qid=1291568052&sr=8-1
Steven Levy, Hackers: Heroes of the Computer Revolution
Augmented reality (AR) prototyping
BK: augmented reality banner
Baby Carrots
Source: http://www.babycarrots.com/
Baby Carrots
Source: http://www.youtube.com/watch?v=-nqz9sQrFA4
Baby Carrots
Source; http://www.youtube.com/watch?v=8bhq_NL6jL0&feature=related
Experiments with multitouch table
Experiments with the connected vehicle: Trike Plus
Experiments with the connected vehicle: Trike Plus
VW Fun Theory
VW Fun Theory
http://www.youtube.com/watch?v=cbEKAwCoCKw
One happy family now
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.
- 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
Points to consider when introducing technology into 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 "
Points for technologists to consider when joining a traditional environment
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 "
Good resources on technology
Thank you.