Creative technology

Creative technology is a broadly interdisciplinary and transdisciplinary field combining Computer Technology, Design, Art and the Humanities. The field of Creative Technology encompasses art, product design, or advertising and media made with a software-based, electronic and/or data-driven engine. Examples of creative technology include multi-sensory experiences made using computer graphics, virtual reality, augmented reality, 3D printing, the Internet of Things, and wearable technology.[1] In the art world, new media art, digital art, and Internet art are examples of work being done in the Creative Technology field. Performances, interactive installations and other immersive experiences take museum-going to the next level and may serve as research processes for humans' artistic and emotional integration with machines. Some believe that "Creativity has the potential to be revolutionised with technology",[2] or view the field of Creative Technology as helping to "disrupt" the way people today interact with computers, and usher in a more integrated, immersive experience.[3]

Creative technology facilities may be organized as arts, research or job development entities, such as the UK's Foundation for Art and Creative Technology which has presented hundreds of new media and digital artworks from around the world, or a recently established $20.5M project in Hawaii specializing in film industry job training and workforce development programs which plans to offer robotics, computer labs, recording studios and editing bays,[4] pitched as a "game-changing" opportunity to bring new skills and jobs to Kauai. Degrees in this field were designed to address needs for cross-disciplinary interaction and aim to develop lateral thinking skills across more rigidly defined academic areas. Some educators have complained that creative technology tools, though "widely available", are difficult to use for youth populations.[5]

Marketers and advertisers are also looking toward the power of creative technology to re-engage customers. The UK's Marketing Agencies Association is promoting creative technology as a way to build a more connected and personalized engagement with prospective customers, which launched a Creative Technology Initiative in early 2015.[6] Industry associations and developers, arts organizations and agency creatives alike call for more investment in technology, which has lagged behind the sea change in the industry that is introducing more tech into creative fields. Many ad agencies and other businesses have begun to create internal labs for research in creative technology. For example, Unilever created their Foundry Project as a way for their company to "embrace the mentality of hacking, deploying and scaling"; they share their discoveries and view the lab as a way to incorporate technology into the company, drive experimentation and engage with strategic partners.[7] The Adobe Creative Technologies lab collaborated with the MIT Media Lab, one of the most notable endeavors in the creative technology field, to give artists the ability to draw geometric designs with a computer without having to master text-based programming or math.[8]

Creative technology is best seen as the intersection of new technology with creative initiatives such as fashion, art, advertising, media, and entertainment. As such it is a way to make connections between countries seeking to update their culture; a winter 2015 Forbes magazine article tells of 30 creative technology startups from the UK making the rounds in Singapore, Kuala Lampur and New York City in an effort to raise funds and make connections.[9]

Examples

Careers

Professionals who work in the field of creative technology tend to have a background as developers and may work in digital or entertainment media, with an advertising agency or in a new electronic product development role. In an ad agency setting, a professional with a job description including creative technology may be a designer who became interested in technology, or a developer who focuses on the bigger picture of experience design. Department heads in creative technology may be charged with integrating new technologies into the agency's departments, leveraging partnerships with cutting edge providers and platforms. For example, the Head of Creative Technology at Grey Global Group in New York "created an in-house lab... which highlights new tech each month with exhibits, events and workshops."[14] Members of the team may have the ability to both write computer code and build electronics for prototypes.[15]

The Creative Technologist job title is likely to refer to a developer who understands the creative process and the world of advertising. The person is actually making and coding and may be building web projects, mobile apps and other digital experiences. They are trying out new concepts and ideas, and modifying; this is recognized as similar to the artistic process but applied to media, advertising and other creative industries.[16] Creative technologists have been referred to as technology-focussed individuals who either sit within or work closely with the creative team, recognizing that siloed departments of technology and design have historically led to bad agency work.[17] Responsibilities described in a 2014 job posting for "Creative Technologist" at Google included "collaborating on the ideation and development of 'never been done before' digital experiences in partnership with top brands and agencies", and "contributing to the development of cutting edge prototypes in the field of creative technology".[18]

Academic Degree

A Master or Bachelor degree in Creative Technologies or Creative Technology is a broadly interdisciplinary and transdisciplinary course of study combining fields of Computer Technology, Design, Art and the Humanities. Established as a modern degree addressing needs for cross-disciplinary interaction, one of its fundamental objectives is to develop lateral thinking skills across more rigidly defined academic areas recognized as a valuable component in expanding technological horizons.

Academic Institutions promoting Creative Technology degrees include the following (external links):

Tools

See also

References

  1. ↑ Creative technology is key for connecting the next billion Business Insider India. Retrieved 5-1-2015
  2. ↑ How Technology Is Boosting Creativity Today Business World India. Retrieved 5-1-2015
  3. ↑ Creative technology is key for connecting the next billion Business Insider India. Retrieved 5-1-2015
  4. ↑ The future is now The Garden Island. Retrieved 5-1-2015
  5. ↑ How Microsoft’s Sway presentation tool is being used to foster creativity in students Winbeta.org. Retrieved 5-1-2015
  6. ↑ Creative technology will drive the next era of marketing Marketing Magazine. Retrieved 5-1-2015
  7. ↑ Harnessing creative technology to stimulate innovation The Guardian. Retrieved 5-4-2015
  8. ↑ Adobe's Project Para: Where Art Meets Programming Forbes. Retrieved 5-4-2015
  9. ↑ Tech E-Trade Route Between The UK And China Opens Up Forbes. Retrieved 5-4-2015
  10. ↑ Watch Teens Freak Out When a Tricked-Out Pepper Grinder Shuts Down Wi-Fi TakePart. Retrieved 5-1-2015
  11. ↑ http://www.app-art-award.org/rueckblick/?lang=en
  12. ↑ https://itp.nyu.edu/classes/creativecomputing-spring2015/syllabus/
  13. ↑ http://www.washingtonpost.com/blogs/innovations/wp/2014/05/09/showtime-bets-an-eerie-sidewalk-experience-will-get-you-to-watch-penny-dreadful/
  14. ↑ Grey Names a Head of Creative Technology for New York Adweek. Retrieved 5-1-2015
  15. ↑ How agencies can unlock the power of creative technology The Guardian. Retrieved 5-1-2015
  16. ↑ Hot Job of the Future: Creative Technologist The Creative Group Blog. Retrieved 5-1-2015
  17. ↑ Roles in high demand: what exactly is a Creative Technologist? Propel Blog. Retrieved 5-1-2015
  18. ↑ Creative Technologist, The ZOO at Google Creative Applications Network. Retrieved 5-1-2015
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