Matt Jakob {e} [email protected] {w} www.imagination.com {t} @mattjakob Senior Creative Technologist IMAGINATION Ltd.
Event Production Show 'Technology as a creative competitive advantage'
May 10, 2015
Matt Jakob is a Senior Creative Technologist at Imagination and leads the Labs department.
With the digitalization of the creative industry reaching a saturation level, it's becoming increasingly important for agencies and design studios to find new ways to emerge and differentiate their offering. In his presentation in the Technology Theatre at the Event Production Show on 12 February 2014, Matt looked at how and why technology and innovation are proving to be a successful strategy to win this contemporary challenge. Drawing from Imagination's vast portfolio of projects as well as showcasing some state of the art case studies his talk featured a series of interactive materials and hands on prototypes.
With the digitalization of the creative industry reaching a saturation level, it's becoming increasingly important for agencies and design studios to find new ways to emerge and differentiate their offering. In his presentation in the Technology Theatre at the Event Production Show on 12 February 2014, Matt looked at how and why technology and innovation are proving to be a successful strategy to win this contemporary challenge. Drawing from Imagination's vast portfolio of projects as well as showcasing some state of the art case studies his talk featured a series of interactive materials and hands on prototypes.
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Transcript
Matt Jakob
{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 ;)
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