ADV 2151 Lecture Notes - Lecture 21: Adage, Skill, Virtual Reality
5 May 2018
School
Department
Course
Professor
Intro to Art Direction
Class 13 - Where Is Art / Creative Direction Headed
The Creative Director role (as we know it)
will not exist in 10 yrs
Earlier this year, an ad agency in Japan brought on a robot to work as its new creative director.
Then in June, said robot came up with its very first ad, which attempts to sell breath mints by
telling the tale of a shaggy dog who learns how to fly as glittering, minty-fresh dog breath
spews from his mouth.
By George Penston. Published on August 29, 2016. For Adage
McCa Erickso Japa’s - AI-CD β
The robot is able to give creative direction for commercials, drawing from a database of tagged
and analysed TV commercials from the past 10 years of winners of the All Japan Radio &
Television Commercial Confederatio’s aual CM Festial ACC CM Festial.
McCann Japan creative planner and the founder of McCann Millennials Shun Matsuzaka says:
Our tea did’t hae a creatie director, so e thought, hy ot create oe ourseles ith
artificial intelligence?
That’s how the Creative Genome Project got started. Our hope is for our AI creative director to
work on many projects, gain experience, and to grow into a world-class creative director that
ill leae a ark i the adertisig idustry.
http://www.adnews.com.au/news/mccann-japan-appoints-world-s-first-ai-creative-
director#FcsbM6xqY7vw7ZQl.99
Most Agecies are’t there yet.
Today, most ad agencies are still stuck five to ten years in the past when it comes to the
creative director role. Creative directors continue to do things the way they've always done
them: mapping the brand's identity, putting together Photoshop comps that demonstrate a
couple of different variations on an ad, and then dusting off their hands.
Playing catch-up
But that's simply not enough for today's marketing reality, and it certainly won't be enough in
five to ten years. Both the skillset necessary for the job and the conceptual ground covered by
the job are shifting, and fast.
WTF…?
The media and advertising world is increasingly more interactive.
Now, more than ever, creative directors -- along with pretty much everyone else involved in ad
creation -- have to be familiar with user experience (UX) design. For some time now, successful
ads have been moving away from the realm of the passive (zoning out in front of a TV
commercial) and becoming much more of an interactive conversation.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Class 13 - where is art / creative direction headed. The creative director role (as we know it) will not exist in 10 yrs. Earlier this year, an ad agency in japan brought on a robot to work as its new creative director. The robot is able to give creative direction for commercials, drawing from a database of tagged and analysed tv commercials from the past 10 years of winners of the all japan radio & Television commercial confederatio(cid:374)"s a(cid:374)(cid:374)ual cm festi(cid:448)al (cid:894)acc cm festi(cid:448)al(cid:895). Mccann japan creative planner and the founder of mccann millennials shun matsuzaka says: (cid:862)our tea(cid:373) did(cid:374)"t ha(cid:448)e a creati(cid:448)e director, so (cid:449)e thought, (cid:449)hy (cid:374)ot create o(cid:374)e oursel(cid:448)es (cid:449)ith artificial intelligence? (cid:862)that"s how the creative genome project got started. Our hope is for our ai creative director to work on many projects, gain experience, and to grow into a world-class creative director that (cid:449)ill lea(cid:448)e a (cid:373)ark i(cid:374) the ad(cid:448)ertisi(cid:374)g i(cid:374)dustry. (cid:863) http://www. adnews. com. au/news/mccann-japan-appoints-world-s-first-ai-creative- director#fcsbm6xqy7vw7zql. 99.
