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Creative technology is a broadly interdisciplinary and transdisciplinary field combining computing, design, art and the humanities. The field of creative technology encompasses art, digital product design, digital media or an advertising and media made with a software-based, electronic and/or data-driven engine. Examples include multi-sensory experiences made using computer graphics, video production, digital music, digital cinematography, virtual reality, augmented reality, video editing, software engineering, 3D printing, the Internet of Things, CAD/CAM and wearable technology. [1]
In the artistic field, new media art and internet art are examples of work being done using creative technology. 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", [2] 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. [1]
Creative technology has been defined as "the blending of knowledge across multiple disciplines to create new experiences or products" that meet end user and organizational needs. [3] A more specific conceptualization describes it as the combination of information, holographic systems, sensors, audio technologies, image, and video technologies, among others with artistic practices and methods. [4] The central characteristic is identified as an ability to do things better. [5]
Creative technology is also 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 article tells of 30 creative technology startups from the UK making the rounds in Singapore, Kuala Lumpur and New York City in an effort to raise funds and make connections. [6]
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 $20.5 million 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, [7] 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 young populations. [8]
The first major corporation to have a corporate officer bearing the title creative technology was The Walt Disney Company, which gave it first to the imagineer, Bran Ferren in 1993, who eventually became Disney's president of creative technology in 1998. [9] At about the same time, the first educational research center in the United States was created to bridge these disciplines across industry, academia and the defense communities, designated the University of Southern California's, Institute for Creative Technologies. The ICT was established with funding by the US Army. [10]
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. [11] 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 technology into creative fields such as Google. Many advertising agencies and other businesses have begun to create internal labs for research in creative technology. For example, Unilever created its Foundry Project as a way for the 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. [12] 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. [13]
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 advertising 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." [23] Members of the team may have the ability to both write computer code and build electronics for prototypes. [24]
The creative technologist job title is likely to refer to a developer who understands the creative process and (often) the world of advertising. The person is actually making and coding and may be building web projects, mobile apps and other digital experiences. [25] 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. [26] 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. [27] 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". [28] There are several resources that list companies that work in the field of creative technology.
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. The Creative Technology & Design (CT&D) subject area at Fashion Institute of Technology offers specialized courses and both credit and non-credit programs. According to FIT's web site, the mission of this transdisciplinary subject area is to elevate students’ understanding of advanced design concepts, as well as their command of cutting-edge technologies. [29] The Creative Technology 2-year portfolio program at Miami Ad School description reads, "You are a techie with creative passion and talent – or – a creative with a knack for tech...It's about how we integrate machine learning and artificial intelligence into a creative environment". [30] Creative Technology is also seen as an industry and skill set for the emerging economy, as in this quote by a University of Texas at Austin dean at the opening of a new school at the University presumed to become the largest academic unit in the college: "The School of Design and Creative Technologies moves UT Austin more assertively into emerging creative, commercial disciplines that are driving culture and economies in the 21st century". [31]
There are a wide range of tools that are utilized by creative technologists. Below is a short list, but there are several other extensive lists available.
Graphic design is a profession, academic discipline and applied art whose activity consists in projecting visual communications intended to transmit specific messages to social groups, with specific objectives. Graphic design is an interdisciplinary branch of design and of the fine arts. Its practice involves creativity, innovation and lateral thinking using manual or digital tools, where it is usual to use text and graphics to communicate visually.
Computer engineering is a branch of computer science and electronic engineering that integrates several fields of computer science and electronic engineering required to develop computer hardware and software. Computer engineering is referred to as computer science and engineering at some universities.
Interactive art is a form of art that involves the spectator in a way that allows the art to achieve its purpose. Some interactive art installations achieve this by letting the observer walk through, over or around them; others ask the artist or the spectators to become part of the artwork in some way.
Autodesk, Inc. is an American multinational software corporation that makes software products and services for the architecture, engineering, construction, manufacturing, media, education, and entertainment industries. Autodesk is headquartered in San Francisco, California, and has offices worldwide. Its U.S. offices are located in the states of California, Oregon, Colorado, Texas, Michigan, New Hampshire and Massachusetts. Its Canada offices are located in the provinces of Ontario, Quebec, and Alberta.
Interactive storytelling is a form of digital entertainment in which the storyline is not predetermined. The author creates the setting, characters, and situation which the narrative must address, but the user experiences a unique story based on their interactions with the story world. The architecture of an interactive storytelling program includes a drama manager, user model, and agent model to control, respectively, aspects of narrative production, player uniqueness, and character knowledge and behavior. Together, these systems generate characters that act "human," alter the world in real-time reactions to the player, and ensure that new narrative events unfold comprehensibly.
A creative director is a person who makes high-level creative decisions; oversees the creation of creative assets such as advertisements, products, events, or logos ; and directs & translates the creative peoples who produce the end results. Creative director positions are often found within the television production, graphic design, film, music, video game, fashion, advertising, media, or entertainment industries, but may be found in other creative organizations such as web development and software development firms as well.
AaltoMedia Lab is a transdisciplinary laboratory focusing on digital art and design and its impact to culture and society. The Lab is part of the Department of Art and Media at the School of Arts, Design and Architecture, Aalto University in Finland.
Graphic design careers include creative director, art director, art production manager, brand identity developer, illustrator and layout artist.
Entertainment technology is the discipline of using manufactured or created components to enhance or make possible any sort of entertainment experience. Because entertainment categories are so broad, and because entertainment models the world in many ways, the types of implemented technology are derived from a variety of sources. Thus, in theatre, for example, entertainment technology practitioners must be able to design and construct scenery, install electrical systems, build clothing, use motors if there is scenery automation, and provide plumbing. In this way, the entertainment technology field intersects with most other types of technology.
Muriel Cooper was a pioneering book designer, digital designer, researcher, and educator. She was the first design director of the MIT Press, instilling a Bauhaus-influenced design style into its many publications. She moved on to become founder of MIT's Visible Language Workshop, and later became a co-founder of the MIT Media Lab. In 2007, a New York Times article called her "the design heroine you've probably never heard of".
Interactive design is a user-oriented field of study that focuses on meaningful communication using media to create products through cyclical and collaborative processes between people and technology. Successful interactive designs have simple, clearly defined goals, a strong purpose and intuitive screen interface.
A. Michael Noll is an American engineer, and professor emeritus at the Annenberg School for Communication and Journalism at the University of Southern California. He served as dean of the Annenberg School from 1992 to 1994. He was a very early pioneer in digital computer art and 3D animation and tactile communication.
John Maeda is a Vice President of Design and Artificial Intelligence at Microsoft. He is an American technologist and designer whose work explores where business, design, and technology merge to make space for the "humanist technologist."
Joachim Sauter was a German media artist, designer and technology entrepreneur. He was appointed Professor for New Media Art and Design at the Universität der Künste Berlin, UdK in 1991, and in 1993 he created Terravision, before pursuing a lawsuit against Google for infringing the patent. He became an adjunct professor at UCLA, Los Angeles in 2001.
Alan N. Shapiro is an American science fiction and media theorist. He is a lecturer and essayist in the fields of science fiction studies, media theory, posthumanism, French philosophy, creative coding, technological art, sociology of culture, social choreography, software theory, robotics, artificial intelligence, and futuristic and transdisciplinary design. Shapiro's book and other published writings on Star Trek have contributed to a change in public perception about the importance of Star Trek for contemporary culture. His published essays on Jean Baudrillard - especially in the International Journal of Baudrillard Studies - have contributed to a change in public perception about the importance of Baudrillard's work for culture, philosophy, sociology, and design.
Olivier Auber is a French independent artist and researcher. He is best known for his project "Poietic Generator" and for having introduced the concept of "Digital Perspective" in the fields of network theory, art, and digital humanities.
Franz Fischnaller is a new media artist and transdisciplinary researcher. He is recognized for the creation of his digital, virtual reality and interactive art installations works across the fields of art, technology, humanities and cultural heritage.
Digital product design is an iterative design process used to solve a functional problem with a formal solution. A digital product designer identifies an existing problem, offers the best possible solution, and launches it to a market that demonstrates demand for the particular solution. The field is considered a subset of product design. Some digital products have both digital and physical components, but the term is mainly used for products produced through software engineering. Since digital product design have become mainstream in the creative industry, a digital product designer oftentimes is simply referred to as a "product designer" in job posts.
The Eyeo Festival is a yearly conference for artists who work with data and code. It takes place in Minneapolis. The conference began in 2011, and has taken place yearly since then, typically at the Walker Art Center. Due to the COVID-19 pandemic, the event was put on pause for 2020 and 2021. Eyeo returned to Minneapolis in 2022, but was later put back on hiatus for 2023. There have been no updates on if/when Eyeo will be return.