Where’s creativity heading in today’s marketing context?
Well, there’s a ship about to leave the pod and it’s heading out-of-this-world.
Having recently attended the D&AD Festival 2019 (physically) and The Adobe Experience Festival (virtually) my take outs are looking into the stratosphere.
Just as we’re all feeling comfortable that we’re digitally up-to-speed, private space travel is bringing together entrepreneurship and enterprise in an explosion of converging technology, and futurists are now telling us to prepare for the post-digital era.
Boom! The sonic pop of this concept is blowing my mind.
So why should this matter to me as a Creative Director?
The answer is that these missions are working examples of how the combination of creativity and innovation is the key to the future. Not just as a savvy business model but as the way we need to think.
Right now, what better creative platform is there than to say you’ll be the first human on Mars? What higher technological challenge is there than to be responsible for the innovation to actually get there? What’s not entirely genius about owning both the creative and technological thinking of the journey and the experience?
Sophie Hackford, a speaker at Adobe’s 2019 Experience Festival, tells us how augmented and virtual reality are set to have a significant impact on the customer experience. Looking at trends in the most popular gaming platforms such as Fortnite and Secondlife, gives us a glimpse into the commercial landscape of the future; spaces where avatars of ourselves are building lives, interacting, buying and selling virtual commodities.
The internet is becoming more and more immersive. UX and digital design trends are a response to these interactive and 3D environments. Communities are already engaging with flawless virtual influencers, and even our Hollywood stars and CEOs could be succeeded by both digital and synthetic avatars of themselves.
Hackford continues that if ‘virtual intelligence can automate experience’ then events in the future could become so good, no-one will want to leave and if you do miss a must-go social event, then there’s no risk of FOMO, you can travel back in time to take part in the 3D virtual world.
Where does this leave creative communications professionals?
In a fascinating, expansive place…but am I concerned? A little. Not just of the monitoring and morality issues, but more by the capacity my brain has to take all this tech on board. Time to grab an innovation geek and make them my new BFF.
And here’s where we go back to basics. Creativity can’t be automated and when fuelled by great strategy and insight it’s the driver of all enterprise, especially in communications. Looking at this year’s D&AD pencil winners, and observing as a judge at the ‘Pioneering Spirit Awards’ for the Marketing Society Scotland, it’s clear that creativity is agile as well as migratory. If there is an understanding and skill to adapt, then creativity fits seamlessly into any new habitat and is the vehicle to get you there too.
What should we take out of all this? Well for me it’s that creative and innovation in marketing terms should no longer be considered as separate skills. ‘Creativation’ is the future. See you on Mars.
Sophie Hackford, Futurist, Technologist, Researcher and Anthropologist Keynote Speaker, Adobe The Experience Festival 2019 – https://www.adobe.com/uk/events/experiencefestival19/recordings.html