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. 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", 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.
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, 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.
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. 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. 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.
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.
Examples
- A pepper grinder that disabled wifi in the household when twisted was introduced by the Head of Creative Technology at agency Clemenger BBDO.
- ZKM has an annual prize for creative apps, the App Art Awards
- ITP (the Interactive Telecommunications Program) has a program in "Creative Computing"
- Future Colossal combines game engines, artificially intelligent characters, live vinyl, and Kinect technologies to create an interactive street experience for the premiere of Showtime (TV network) Penny Dreadful (TV series)
Creative Job Postings Video
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." Members of the team may have the ability to both write computer code and build electronics for prototypes.
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. 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. 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".
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):
- Institute of Creative Technologies at University of Southern California (ICT)
- MFA in Creative Technologies at the School of Visual Arts, New York City
- The Institute of Creative Technologies at De Montfort University
- University of Salford website
- Creative Technology bachelor degree at the University of Twente
- MS in Comp Sci with a specialization in multimedia and creative techonlogies at USC Viterbi
- Master of creative technologies at AUT University
- MSc in Creative Technology and Enterprise at Bath Spa University
- FIT has a minor in Creative Technology
Tools
- Arduino - an open-source electronics platform based on easy-to-use hardware and software.
- Raspberry Pi - a low-cost computer the size of a credit card that runs Linux
- Processing - a java-family programming language and development environment promoting software literacy within the visual arts and visual literacy within technology.
- Cinder - a professional library for creative coding in C++.
- OpenFrameworks - a C++ toolkit for teaching creative coding.
- Max - a visual data-flow programming language for music and multimedia
- JavaScript - the language of web browsers, including HTML5.
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