Archive for the ‘creativity’ Category
14th October 10
Author: Steven Peck, Creative, BBH New York (@stevenpeck)
When I began design school at the age of eighteen, it was the first time I was ever exposed to a large group of people whose individual skillsets, interests and backgrounds varied so differently from my own. I was thrust into a new intellectual and creative environment that was completely foreign. Little did I know then how much value that experience actually created. Over the course of five years, I built great friendships with people in a variety of creative disciplines – from automotive design to interactive design to fashion design to architecture and urban planning. Many of my closest friends in design school were in programs outside my own discipline and as a result, I did a lot of my graphic design work in the car design studio. Simply working in the same studio with people who were creating completely different kinds of projects had an immense effect upon my approach and process, and the feedback from respected people outside my own creative discipline was, in many ways, more valuable than the people within it.
It’s been awhile since I was in design school. But looking at the world today, the need for a destination to house conversations that spawn new ideas, insights, and creativity is more pertinent than ever. Acquiring perspectives from smart, talented people with a different frame of reference, and the constant ability to see and experience creative work in the periphery of your own has a real, tangible, and positive effect. The reality is fast becoming that collaboration is not just a new way of doing things – it’s becoming necessary to survive and be competitive in business. Technology is enabling creative people to work in more ways than ever before and bring great ideas to life. It’s certainly an exciting time to be making things.
These beliefs led to my 20% project. The Knot Collective attempts to bridge the gap between these disciplines that are so often siloed to help share knowledge and cultivate thought leadership for creative businesses. We believe that cross-disciplinary collaboration is the future of innovation and design. We hope the site can serve as a valuable resource and build a thriving community that fosters critical thinking and lively discussion.
My longtime friend and product/transportation designer Marc Reisen and I have been discussing and developing the foundation of The Knot Collective for over two years. After thinking about it, building it, rethinking it, and rebuilding it, we’re extremely happy to have launched the project last month. It’s been a long road, but a considered one, and a labor of love nonetheless.
You can check it out here: www.theknotcollective.com (or @theknotcollectv)
We hope you find the mix of disciplines as valuable as we do. We’d love to have you join the conversation.
7th October 10
Author: Emma Cookson, Chairman BBH New York
This bunch of charts comes from a BBH session at a recent conference organized by The Bellwether Group in New York. The subject of the day was ‘Creativity and content creation in a digital age”. So something of a wide canvas….
My start point was the realization of how intimidated I felt speaking on the topic – and the further realization that this intimidation stemmed not just from personal neurosis or the breadth/complexity of the subject (although all that applied), but that I was also intimidated because there’s already so much great comment and advice in this area available. It’s one of the interesting by-products of an age of such extraordinary pace of change that we’re all frantically trying to keep learning, keep up to date, keep pace – and as a result there’s a whole slew of people working to satisfy that desire with tips and advice. Every day brings a deluge of advice and input on digital marketing/comms/business-building.
My observation is that although so much of this advice and comment is truly fantastic, the flip-side is that within all the rush and deluge we are sometimes accepting and sharing – at speed and at face-value – assertions that maybe should bear closer examination and qualification. Perhaps all these assertions we read in the latest expert tweet or in the headline of that skimmed article are all broadly right – but maybe not in all circumstances, not right for all brands, not right in every dimension. Perhaps there’s a slightly more precise story to tell (see our recent post on a similar theme examining participation).
So that’s where this presentation came from. And why it’s called ‘Yes. But…’ I note a number widely accepted truths about creative best practice in a digital age – and, without disagreeing with any of them, suggest that they might benefit from a little qualification. My contention is that – for example – escalating consumer control of brands is of course a real phenomenon, but it doesn’t absolve brand owners of deep responsibility for brand leadership and, yes, still a degree of brand control. Or that ’360 degree marketing’ is a good clarion call, until you start wondering if it really is right that the most powerful communication solutions really do always have to be deployable in every single channel, with every weapon available in our communication arsenal.
Any comment or argument is greatly appreciated.
16th September 10
13th August 10
Author: Ali Merry, Creative, BBH London
The first release of 56 Sage Street – BBH London & B-Reel’s game for Barclays – went live last month and, we´re happy to say, has just received NMA’s Campaign of the Month. Ali, one of the creatives behind the project agreed to tell us the story behind the game’s inception, how it got made and what the team learned along the way. Read full post
16th July 10
Author: Ben Shaw, Strategist, BBH London
In the last of our blog posts with Dan Light we’ve saved the trickiest questions for last. What, if any, are the roles for brands in these transmedia extensions of the narrative? Can it ever get deeper than product placement and, if so, can brands ever make a legitimate contribution to the storytelling experience?
In the past decade we’ve seen that the music industry had to get screwed before it would change, the newspaper industry is struggling and the film industry is being forced to reinvent itself. Can entertainment industries transform themselves? Where do you see the film industry going?
I think the film industry is going to polarise. I think you’re going to have your Avatars – they will be big 3D events that will be 15-year projects and will command bigger and bigger sums of money.
At the other end will be the classic independent films, built around a good story but also written from the ground up, with a view to all the ways in which that story can be told, developed and audiences be found.
So brands need to find new ways to engage audiences and clearly sponsorship of this kind of content is a legitimate path, albeit it represents a fairly transactional relationship with the producer. Is this how you see the role of brands developing?
15th July 10
Author: Ben Shaw, Strategist, BBH Londonhttp://www.vimeo.com/11229983
Last time we left off talking to Dan about the role of transmedia in extending the relationship between entertainment properties and audiences. As expected we soon moved onto Dan’s favourite topic, creating transmedia content for today’s multimedia world. This was just after Dan managed to pour an entire cup of fresh coffee all over himself.
14th July 10
Author: Ben Shaw (@BenShaw), Strategist, BBH London
Dan Light’s profile description on Twitter (@danlight) reads: “Interactive marketer (and maker) of movies”. Although the bio may be short, his experience certainly is not. Dan has recently left Picture Production Company (PPC), where he led an award-winning interactive team producing some of the most innovative online marketing campaigns of recent times. In previous Labs posts we looked in more depth at the work they produced for Watchmen last year here and for Iron Man 2 here.
Working primarily on blockbuster movie releases, PPC Interactive has produced a variety of transmedia marketing materials serving to promote and extend the narrative of the story beyond traditional media. Those who know Dan will know he can talk for Earth about any topic he’s passionate about. We’ve split the interview up across 3 different blog posts which we will publish across three consecutive days. We spoke to Dan about his thoughts on engaging online communities, his extensive knowledge of transmedia entertainment, and the potential role for brands in this space.