Creative Direction in a Digital World: Beyond UX
Thanks to Mad Men, when we think of the role of a creative director, we think of Don Draper. The brilliant creative taking drinks from a bottle of scotch, writing commercials and solving advertising riddle after advertising riddle for big brand name companies. It was a role that thrived in a mass media marketing world where TV was the king, and the mediums of print and radio were close behind. But the days of mass media are over, and so is the role of the traditional creative director. No longer can you tell a single story in a 30-second format and buy your way into the public’s consciousness. In the modern world, attention, not media, is our most scarce resource.
We’re now firmly entrenched in the middle of a digital revolution that has resulted in more screens, more platforms, and more device types than ever before. Along with this paradigm shift, a new role has emerged – that of the digital creative director.
This talk will define the role, and how it impacts the creation of digital products & experiences. Attendees will get practical advice on how to take a multidisciplinary, human-centered approach to digital creative direction that will help them uncover target audience insights, conceive more creative campaigns, change consumer behavior, and create memorable digital experiences.
About Adam Harrell