Sorry for the late updates as i have been busy with work and also research on how can i bring in behaviors in our design thinking. And I was lucky to came across this deck by Bud Caddell that provided me with insightful understanding of the subject matter. I would urge those creatives out there to take a look. Worth the time.

Recently, someone posed me a question about why traditional advertising folks can’t get the gist of digital engagement. The answer is actually quite simple. Traditional advertising folks need to understand that digital creatives not just come up with great concepts. Digital creatives change behaviors. And this is extremely true if you see how folks are consuming information from the digital space.

Right now, users are harnessing a wide-range of digital activity, smeared across various activities and media and software. And the exposure distracts the users in various instances.

David McCandless came up with a wonderful chart to showcase the hierarchy of digital distractions. A wonderful visual guide to say it all.

A couple of months ago, I gave my students an open topic task on creative thinking. I was surprise on the originality of their ideas and it was indeed quite mind blowing. So out of curosity, I gave them another brief, but this time round, the idea must have a commercial value to it. And just as I expected, the ideas were dull and quite superficial.

This small experiment really sets me thinking whether commercial requirements kills the purity of an idea. It’s inevitable that as artist in this society, we are often told to sallow our pride and do what the client wishes. No doubt the argument of the viablity of us as creative stays, I still believe that there should be some creative lisence to the work we do. So the next big question, how long can we last to see a happily ever after?