And all that Jazz (achieving creative brilliance)
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Transcript of And all that Jazz (achieving creative brilliance)
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE1
(achieving creative brilliance)And all that Jazz.
Clint Bryce - Group Chief Creative Officer, QUIRK
Sarah Vaughan - Jazz Diva
Tyler (12) Dune (9) Emma (15 Jagger (7).
Simons Town.
The Loerie Awards, Saturday 17th September 2011, CTICC
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
My story begins here. The year is 1998.
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Crazy Blues.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE6
Crazy Blues.
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This is not the poster.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
What do the following have in common?
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Mr John Kao.tinderbox. Crazy Blues.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
It wasn’t until the following year that I made the connection.
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First published 1996ISBNB 0-88730-864-3
Mr John Kao.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE10
Business.
It wasn’t until the following year that I made the connection.
+ =
Creative Business.Jazz.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
Jazz – like business – implies a series of balancing acts. It must always be disciplined – but never driven – by formulas, agendas, sheet music. It must always be pushing outward, forward, upward – and therefore, inevitably, against complacency.”
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– John Kao
“
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
“ ... whether I am alone or with others, my practice of life and the conduct of my thoughts and actions are the practice and conduct of a jazz player:
I proceed by improvisation, by jamming.”
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– John Kao
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE13
At it’s heart jamming is about improvisation.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
We are jamming when:
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we enjoy a great conversation ...
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
We are jamming when:
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we write a love letter, a poem, a song ...
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
We are jamming when:
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... we blog ...
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
We are jamming when:
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we dance ...
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
We are jamming when:
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we train for a big cycle challenge ...
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
We are jamming when:
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we beat New Zealand at rugby ...
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
We are jamming when:
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we deliver that blockbuster presentation
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
We are jamming when:
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you deliver on your marketing objectives
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
We are jamming when:
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an inspired product development team embark on the road to create something new and exciting.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
And yes. We are jamming right now. Right here. At Higher Ground.
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Digital Divas :: ACHIEVING CREATIVE BRILLIANCE24
When we walk the tightrope between analytic rigor and inspired
passion ... we leave the sheet music behind for new horizons,
“
we are jamming.”
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE25
This improvisational style derives it’s power from the way it juxtaposes certain vital human tensions, or paradoxes. The same applies in business. With us.
This is very powerful stuff.
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Examples of these tensions include ...
The established (tradition, powers that be, status quo, processes) ...
Critical norms and standards ...
Responsiveness to the team ...
Discipline ...
Client service ...
Limiting budgets ...
Monitoring (reviews, time-keeping) ...
Expertise ...
Efficiency ...
The new. The new. The new. The new. The new. The new.
The need to experiment.
Individual expressiveness.
Free abandonment.
Creative production.
Generous hours.
Unmonitored.
Freshness, naïveté.
Exploration.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE27
Task Est.
Hour
s
$ Pe
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Subt
otal
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ove
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Days
Project definition $
days
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$ $
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Information design
Visual design
Flash animation
Production
Programming
Usability testing
Competitive analysis
days
%
TOTA
L
Copywriting
QA/testing
days $$
days $$
Estimate by Task
© Web ReDesign 2.0 | Workflow that Works (ISBN 0-7357-1433-9)
Production schedules
Time sheets
Efficiency
Creativity
Strategy
Innovation
Effectiveness
Examples of these tensions include ...
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE28
Jazz music is called improvisational because it does not try to resolve these tensions.
In other words, it is impervious to recipes, to formulas. It is satisfied to live them – to work or rather ‘play’ them – for all they’re worth.
What I learnt was this:
I absolutely this!
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE29
What I learnt was this:
Realise that there is no winner, or loser, only the sound of the tune you have all agreed upon.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE30
What I learnt was this:
Play the tension in the room for all it’s worth ... but do not try to resolve it.
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A well-managed enterprise cannot survive without sheet music. It allows the management of complexity, without which the performers would degenerate into cacophony.
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Our role is to work the central paradox (or tension) of the ‘jam session’: to locate the ever mobile ‘sweet spot” somewhere between systems and analysis on the one hand ...
... and the free-flowing creativity on the other.
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Ideas are the quickest path to creative brilliance.
The Art of the Ideaand how it can change your lifeBy John Hunt
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Who is John Hunt?
JOHN HUNT. Worldwide Creative Director TBWA.
Ideas have moods.
I Google, therefor I am (NOT)
Trust your ins<ncts, or they will go away.
Never put lips<ck on a pig.
Idea apartheid is dead.
Nobody orders a bouquet beige flowers.
Ideas don’t travel through a bureaucracy.
We are all equal before the idea.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
INSPIRATION(INTERNATIONAL)
!
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Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
4 Airwalk
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
AIRWALK
AIRWALK Type of Entry:Other Interac0ve Digital Solu0onsCategory:Mobile Adver0singTitle:AIRWALK IPUSAdvertiser/Client:AIRWALKProduct/Service:FOOTWEAREntrant Company:Y&R New York, USAAdvertising/Web Design Agency:Y&R New York, USA
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Anywhere retail: kill the overhead!
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
3 Pay with a Tweet
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
Type of Entry:Viral AdvertisingCategory:Viral MarketingTitle:PAY WITH A TWEETAdvertiser/Client:INNOVATIVE THUNDERProduct/Service:CURRENCY SYSTEM
Grand Prix Winner
PAY WITH A TWEET
The real currency of earned media.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
2 Decode JAY-Z with Bing
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
DECODE JAY-Z WITH BING
DECODE JAY-Z WITH BING Type of Entry:Digitally Led Integrated CampaignCategory:Best Digitally Led Integrated CampaignTitle:DECODE JAY-Z WITH BINGAdvertiser/Client:BING/JAY-ZProduct/Service:DECODE JAY-Z WITH BINGEntrant Company:DROGA5 New York, USAAdvertising/Web Design Agency:DROGA5 New York, USA
Get a little help from your friends.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
1 The Wilderness Downtown
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
Type of Entry:Websites & MicrositesCategory:Publications & MediaTitle:THE WILDERNESS DOWNTOWNAdvertiser/Client:GOOGLEProduct/Service:ARCADE FIRE
THE WILDERNESS DOWNTOWN
Grand Prix Winner
Look for an emotional connection.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
INSPIRATION(LOCAL)
!
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Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
4 Camera
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
Type of Entry:Internet AdvertisingCategory:AutomobileTitle:CAMERAAdvertiser/Client:BMWEntrant:Gloo Digital Design
CAMERA
Negotiate with publishes and partners.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
3 Test Drive
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
Type of Entry:Mobile AdvertisingCategory:AutomotiveTitle:TEST DRIVEAdvertiser/Client:Mercedes-BenzEntrant:140 BBDO
TEST DRIVE
Connect the dots, criss-cross the media.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
2 Be In The Video
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
Type of Entry:Viral & CommunicationsCategory:Entertainment/Sports/LeisureTitle:BE IN THE VIDEOAdvertiser/Client:WrestlerishEntrant:Eticket
BE IN THE VIDEO
Include your fans. Crowdsource your solution.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
1 ‘Flo’ Browser
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
Type of Entry:Applications & ToolsCategory:Food/Retail/SnacksTitle:THE FLO BROWSERAdvertiser/Client:MUSICAEntrant:HelloComputer
MUSICA ‘FLO BROWSER’
Grand Prix Winner
Think beyond the browser.
Digital Divas :: ACHIEVING CREATIVE BRILLIANCE
fin. Q’s. Debate. Conversation.
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Sarah Vaughan - Jazz Diva