And all that Jazz (achieving creative brilliance)

Digital Divas :: ACHIEVING CREATIVE BRILLIANCE1

(achieving creative brilliance)And all that Jazz.

Clint Bryce - Group Chief Creative Officer, QUIRK

Sarah Vaughan - Jazz Diva

Tyler (12) Dune (9) Emma (15 Jagger (7).

Simons Town.

The Loerie Awards, Saturday 17th September 2011, CTICC

Digital Divas :: ACHIEVING CREATIVE BRILLIANCE

My story begins here. The year is 1998.

5

Crazy Blues.


Crazy Blues.


This is not the poster.


What do the following have in common?

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Mr John Kao.tinderbox. Crazy Blues.


It wasn’t until the following year that I made the connection.

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First published 1996ISBNB 0-88730-864-3

Mr John Kao.


Business.

It wasn’t until the following year that I made the connection.

+ =

Creative Business.Jazz.


Jazz – like business – implies a series of balancing acts. It must always be disciplined – but never driven – by formulas, agendas, sheet music. It must always be pushing outward, forward, upward – and therefore, inevitably, against complacency.”

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– John Kao

“


“ ... whether I am alone or with others, my practice of life and the conduct of my thoughts and actions are the practice and conduct of a jazz player:

I proceed by improvisation, by jamming.”

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– John Kao


At it’s heart jamming is about improvisation.


We are jamming when:

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we enjoy a great conversation ...



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we write a love letter, a poem, a song ...



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... we blog ...



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we dance ...



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we train for a big cycle challenge ...



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we beat New Zealand at rugby ...



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we deliver that blockbuster presentation



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you deliver on your marketing objectives



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an inspired product development team embark on the road to create something new and exciting.


And yes. We are jamming right now. Right here. At Higher Ground.

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When we walk the tightrope between analytic rigor and inspired

passion ... we leave the sheet music behind for new horizons,

“

we are jamming.”


This improvisational style derives it’s power from the way it juxtaposes certain vital human tensions, or paradoxes. The same applies in business. With us.

This is very powerful stuff.


Examples of these tensions include ...

The established (tradition, powers that be, status quo, processes) ...

Critical norms and standards ...

Responsiveness to the team ...

Discipline ...

Client service ...

Limiting budgets ...

Monitoring (reviews, time-keeping) ...

Expertise ...

Efficiency ...

The new. The new. The new. The new. The new. The new.

The need to experiment.

Individual expressiveness.

Free abandonment.

Creative production.

Generous hours.

Unmonitored.

Freshness, naïveté.

Exploration.


Task Est.

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days

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Information design

Visual design

Flash animation

Production

Programming

Usability testing

Competitive analysis

days

%

TOTA

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Copywriting

QA/testing

days $$

days $$

Estimate by Task

© Web ReDesign 2.0 | Workflow that Works (ISBN 0-7357-1433-9)

Production schedules

Time sheets

Efficiency

Creativity

Strategy

Innovation

Effectiveness

Examples of these tensions include ...


Jazz music is called improvisational because it does not try to resolve these tensions.

In other words, it is impervious to recipes, to formulas. It is satisfied to live them – to work or rather ‘play’ them – for all they’re worth.

What I learnt was this:

I absolutely this!



Realise that there is no winner, or loser, only the sound of the tune you have all agreed upon.



Play the tension in the room for all it’s worth ... but do not try to resolve it.


A well-managed enterprise cannot survive without sheet music. It allows the management of complexity, without which the performers would degenerate into cacophony.


Our role is to work the central paradox (or tension) of the ‘jam session’: to locate the ever mobile ‘sweet spot” somewhere between systems and analysis on the one hand ...

... and the free-flowing creativity on the other.


Ideas are the quickest path to creative brilliance.

The Art of the Ideaand how it can change your lifeBy John Hunt


Who is John Hunt?

JOHN HUNT. Worldwide Creative Director TBWA.

Ideas have moods.

I Google, therefor I am (NOT)

Trust your ins<ncts, or they will go away.

Never put lips<ck on a pig.

Idea apartheid is dead.

Nobody orders a bouquet beige flowers.

Ideas don’t travel through a bureaucracy.

We are all equal before the idea.


INSPIRATION(INTERNATIONAL)

!

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4 Airwalk


AIRWALK

AIRWALK Type of Entry:Other Interac0ve Digital Solu0onsCategory:Mobile Adver0singTitle:AIRWALK IPUSAdvertiser/Client:AIRWALKProduct/Service:FOOTWEAREntrant Company:Y&R New York, USAAdvertising/Web Design Agency:Y&R New York, USA

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Anywhere retail: kill the overhead!


3 Pay with a Tweet


Type of Entry:Viral AdvertisingCategory:Viral MarketingTitle:PAY WITH A TWEETAdvertiser/Client:INNOVATIVE THUNDERProduct/Service:CURRENCY SYSTEM

Grand Prix Winner

PAY WITH A TWEET

The real currency of earned media.


2 Decode JAY-Z with Bing


DECODE JAY-Z WITH BING

DECODE JAY-Z WITH BING Type of Entry:Digitally Led Integrated CampaignCategory:Best Digitally Led Integrated CampaignTitle:DECODE JAY-Z WITH BINGAdvertiser/Client:BING/JAY-ZProduct/Service:DECODE JAY-Z WITH BINGEntrant Company:DROGA5 New York, USAAdvertising/Web Design Agency:DROGA5 New York, USA

Get a little help from your friends.


1 The Wilderness Downtown


Type of Entry:Websites & MicrositesCategory:Publications & MediaTitle:THE WILDERNESS DOWNTOWNAdvertiser/Client:GOOGLEProduct/Service:ARCADE FIRE

THE WILDERNESS DOWNTOWN

Grand Prix Winner

Look for an emotional connection.


INSPIRATION(LOCAL)

!

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4 Camera


Type of Entry:Internet AdvertisingCategory:AutomobileTitle:CAMERAAdvertiser/Client:BMWEntrant:Gloo Digital Design

CAMERA

Negotiate with publishes and partners.


3 Test Drive


Type of Entry:Mobile AdvertisingCategory:AutomotiveTitle:TEST DRIVEAdvertiser/Client:Mercedes-BenzEntrant:140 BBDO

TEST DRIVE

Connect the dots, criss-cross the media.


2 Be In The Video


Type of Entry:Viral & CommunicationsCategory:Entertainment/Sports/LeisureTitle:BE IN THE VIDEOAdvertiser/Client:WrestlerishEntrant:Eticket

BE IN THE VIDEO

Include your fans. Crowdsource your solution.


1 ‘Flo’ Browser


Type of Entry:Applications & ToolsCategory:Food/Retail/SnacksTitle:THE FLO BROWSERAdvertiser/Client:MUSICAEntrant:HelloComputer

MUSICA ‘FLO BROWSER’

Grand Prix Winner

Think beyond the browser.


fin. Q’s. Debate. Conversation.

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Sarah Vaughan - Jazz Diva

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