Event Production Show 'Technology as a creative competitive advantage'

Matt Jakob

{e} matt.jakob@imagination.com

{w} www.imagination.com

{t} @mattjakob

Senior Creative Technologist

IMAGINATION Ltd.

My role at Imagination

• Creative Technologist

• Labs

TECHNOLOGY AS

A CREATIVE

COMPETITIVE

ADVANTAGE

(three definitions and relations)

TECHNOLOGY &

CREATIVITY

TECHNOLOGY CREATIVITY

ANALYSIS SYNTHESIS

TECHNOLOGY CREATIVITY

BRUSH PAINTING

TECHNOLOGY CREATIVITY

PROBLEM SOLUTION

UNDERSTANDING THE

CONTEXT(reframing to change context of problems)

M. McLuhanUnderstanding Media, The Extensions of Man

(1963)

TECHNOLOGIES ARE DEMOCRATIZING SO MUCH EVERYONE WILL/IS ABLE TO CREATE

problem of DIFFERENTIATION is a MARKET problem

problem of DIFFERENTIATION is a MARKET problem

DIFFERENTIATION

WHY INNOVATION IS RELEVANT TO THE EVENTS INDUSTRY

>Clients

>Trends

>Logistics

>Creativity

(tools for the differentiation)STRATEGIES

PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER

TOOLS

PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER

TOOLS

PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER

TOOLS

PROCESSING / OPENFRAMEWORKS / ARDUINO / KICKSTARTER

TOOLS

>Sensors (RFID, thermal, luminosity, presence, capacitive, …)

>Microcontrollers (Arduino, …)

>RaspberryPi

>Drones

ROBOTICS AND ELECTRONICS

TRENDS

>Sensors and computing components are already extremely small and affordable ubiquitous computing

>We will have unprecedented amounts of data available (customers insights, security, crowd monitoring, …)

>New creative tools with an emphasis on interaction and uniqueness

ROBOTICS AND ELECTRONICS

TRENDS

>Artificial Intelligence (AI)

>Machine Learning

>Computer Vision

AI AND AUTOMATION

TRENDS

>AI will help us greatly making sense of the data provided by ubiquitous computing

>Environments and objects will be able to seamlessly and automatically adapt to surrounding conditions

>It is estimated that in 15 years manual labour jobs carried out by humans will be reduced by 80%

AI AND AUTOMATION

TRENDS

>3D printers (MakerBot, Canon, …)

>3D scanners (often the same manufacturers)

3D PRINTING

TRENDS

>The Chinese market currently based on assembling ‘cheap’ materials / components will have to compete with companies/industries printing the products by themselves locally

>Printable materials (esp. with nano structures) will become increasingly strong and efficient possibilities to print architectural structures and components

>3D printers will become larger, faster and cheaper

3D PRINTING

TRENDS

>OculusRift

>LeapMotion

>CastAR

>Occipital

VIRTUAL AND AUGMENTED REALITY

TRENDS

VIRTUAL AND AUGMENTED REALITY

TRENDS

>Designers and architects will be able to correctly anticipate many logistic challenges by immersing in 1:1 scale models during the design process

>Augmentation/Digitalisation of the space will mean responsive architectures and open possibilities to custom/dynamic environments (signage, …)

>Virtual Reality will become an important feature in the gaming, entertainment and retail industry

CONCLUSION

THE CHALLENGES OF INNOVATION

>Events lots of pressure (time / audience)

>Innovation associated with uncertainty

>Many companies are driving high profits with Innovation lead the market to inevitable changes

>Our socio-economic dynamics will change massively (how we shop, transport, entertain, …)

HOW TO APPROACH INNOVATION AND TECHNOLOGY

>Innovation happens at the edges and intersections of different fields

>Accept failure and include it in your plan

>Be brave ;)