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A unique opportunity arises when creativity becomes shaped by intelligent strategy. An opportunity to influence what people think about, how they think about it, and often times…what people do about it. And although it’s through creativity that we have the power to engage people, its through the intelligent design and strategy that we have the power to shift perceptions and modify behavior.
As strategy and creativity surround us in everything we pursue, this blog is an exploration of how we strategically use creativity to both inspire, and to achieve results.
I wanted to share a video (Project Re:Brief) that frames one of the many questions that I ask myself every day; What’s next for digital advertising? The answer (at least in my head) is very complicated, and yet, very exciting!
It will be hard to design, harder to develop almost impossible to scale across the world, but once that is achieved.. it will not only change advertising, but it will change the way world communicate. Although potentially more exciting.. will be to witness how we, ourselves will change to enable these changes to occur.. but let’s not get too far ahead of ourselves.
This video does an excellent job appealing to us emotionally (the best way to drive awareness is to establish a relevant and emotional connection) the answer to this question starts to get answered when the advertising creative themselves.. humbly acknowledge that they are no longer in the driver seat, and no longer have any clue about what is possible..
The truth is that advertising is evolving only as quickly as communication itself evolves. At initial blush, this may sound disappointing, but rest assured that this will be good both for the consumer, as well as the advertiser. So digging a bit deeper we will conclude that it is dependent upon what’s next, in digital communications technology!
Although I will not try to answer what’s next for digital communications technology, I will encourage you to consider who might be leading the charge when it comes to this technology.. (HINT: consider those with the largest research budgets - US Military, Large Corporations).. watch what they develop and then consider how these technologies could be used to improve communications and to improve connections..
That should give you an idea of how communications might evolve, than you need to consider how these ideas could be integrated into the existing media channels (i.e. web portal, search, email, social networks, video) and you might start to have an idea of what to expect for the future of digital advertising.
Need an example? Layerscape is a Microsoft Research project that utilizes the Worldwide Tele-scope technology and Excel to enable data visualization. This is a single idea with so much potential. How would you leverage this budding technology to improve connections? How would you integrate this technology with the existing communication channels?
Check it out!
Rafael Lozano-Hemmer - Flatsun, 2011
Creative expressions can be enjoyed by us all… and thanks to the continuous development of *new* tools.. new expressions can continuously be CREATED by us all. It’s important to understand why these tools are developed and its equally important that as an active member of the creative community, that you provide feedback during the early stages in the design and development process. As most *new* tools start out as small projects and are designed to provide an specific insight and/or to generate something of perceived value.. these tools are all too often dismantled and scrapped before their creative potential have even become realized.
It’s what’s cool on the Web; all in one place and made by YOU.
Montage is a flexible web-based service that makes it fun and easy to create and share a visual album of the web on the topics you care about. You can design your Montage around any topic you can imagine by adding content that pulls information from a variety of sources, including RSS feeds, Twitter, Bing News, and YouTube. Montage is an expression of you.
As Montage (and other beta tools) show potential as a valuable tool to the creative community, if it does not get feedback supporting its initial hypothesis, the risk is high that this tool will be discontinued and even scrapped. However, we can breathe life into these projects by providing our feedback and expressing our support interest. With a voice representing the creative community, we can help these valuable projects survive and become inputs into the development of tools that help us creatively express ourselves.
This may not only allow for the creative community to benefit by expansion of our creative toolbox, but it will also benefit its inventor as their potential market and audiences will expand.. making its tools (and brand) that much more valuable. So grab a hold of the (beta) tools, create something inspiring, and send the inventor some feedback encouraging them to keep improving the tools.. so we can keep inspiring the world.
Jason Silva is a Futurist, filmmaker and techno-philosopher, Jason Silva has been described as “a digital DJ, a re-vitalizer and remixer of optimism, and above all a curator: of ideas, of inspiration, and of awe…”