special marketing edition of chaos and creativity

Chaos & Creativity: Special Marketing Edition JasonTheodor.com

Chaos & Creativity

special marketing edition

JasonTheodor.comChaos & Creativity: Special Marketing Edition

Introductionto Nothing

Jason Theodor

What is an interactiveCreative Director?

I facilitates ideas. I direct the creation of communications so that they solve a specific client problem or need using the appropriate digital channels, and then I oversee the output of designers, art directors, copywriters, information architects, user experience experts, programmers, planners and marketing scientists, all the while keeping the bigger vision in mind.

““

I make ads on the interweb.

2010 Global Ad Spend$441,200,000,000.00

2010 Internet Ad Spend$60,400,000,000.00(13.7%)

and yet…

81% of GenY find ads irrelevant.$49,086,000,000.00 wasted

Scary, isn’t it?

Question:What is a creative person

most afraid of?

Nothing

writer’s block

creative constipationblank out

the fear

idealess

tabula rasa

uninspired

emptiness

inertiamental barriers

What if I run out of ideas?

-Hal Riney Creative Director

“The frightening & most difficult thing about being a creative person is that you have absolutely no idea where any of your thoughts come from.”

Director is such a misnomer.Like you are in ‘control’ of anything.

Alex Bogusky (CP+B)

Chief Creative Insurgent

watercooler rebel

Glen Hunt (Dentsu)

Creative Catalyst

firestarter

Jason Theodor (Blast Radius)

Creative Connector

emergent phenomenist

Stop DirectingStart Connecting

Associationsnot Assumptions

The Problem withNine Dots

The Problem With Nine Dotsassumption one: you must stay within the perimeter of the dots

connect all the dots in four strokes

without lifting your pencil

The Problem With Nine Dotsassumption one: you must stay within the perimeter of the dots

think outside

of the box!

4 strokes!

The Problem With Nine Dotsassumption two: you must go through the centre of the dots

3 strokes!

The Problem With Nine Dotsassumption three: you must stay on a 2D plane

1 stroke!

The Problem With Nine Dotsother assumptions: you can’t shrink, fold, or rip

Think Outside the Boxwhat it really means

“I can’t articulate how you could improve on the idea so I’ll pressure you to change it with

no clear input or direction.”

There is No Box!stop binary thinking

bad ideasyour ideas

inside the box

good ideasmy ideasoutside the box

beautiful grey area

Creativity is the act ofconnecting things in

unexpected ways

actionconnection

deviationwhere themagic happens

Creativity is the act ofconnecting things in

unexpected ways

In The BeginningThere was No Internet

what is chaos?

-Carl Sagan

If you wish to make{the internet} from scratch,

you must first inventthe universe

-Carl Sagan

If you wish to make{the internet} from scratch,

you must first inventthe universe

In the beginning there was nothing.No internet. No nothing.

Chaos & Creativity: Special Marketing Edition JasonTheodor.comChaos & Creativity: Special Marketing Edition

The Greeks called this the void, or khaos.

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Scientists call chaos “formless primordial matter”

(the stuff before stuff)

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Chaos = Nothing =Infinite Possibility

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This lead to theemergent phenomenon

of the universe.

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BANG!Chaos & Creativity: Special Marketing Edition JasonTheodor.com

When we think of the Big Bang we

imagine it like this:

or this…

When really itlooked more

like this.

It took a full three minutesbefore the Universe was cool enough

for light to shine.

The creation of the universe was spawned from pure,

unadulterated chaos.

From infinite possibility.

NothingFrom

(so don’t be scared)

Termite Cathedralsand Double Rainbows

Water is a series of hexagonal, networked molecules.

networks of hexigons

The convergence of multiple, simple

interactions can lead to a complex

system which is much greater

than the sum of its parts.

ARPANETadvanced research projects agency network

JasonTheodor.comChaos & Creativity: Special Marketing Edition JasonTheodor.comChaos & Creativity: Special Marketing Edition

Emergent Phenomena

Remind you of anything?

The internet is an emergent phenomenon, filled with chaosand order

chaos order0 1

10chaos order

creation

10chaos order

nothing somethinginfinite singularpotential reality

“Unpredictable behaviour so sensitive to changes and conditions

that it appears random.”

This is the definition ofChaos Theory

akaThe Butterfly Effect

The beat of a butterfly wing can cause small and increasingly complex

changes in weather patterns

and alter the course of a hurricane.

Chaos Theory explains howwe cannot explain things.

Like the random, unpredictable nature of

internet memes.

Brand HijackingIntroducing Leonardo DeHapprio

SunnyD & Rum by u8a22

nothing but chaos

And the rapid rise and fall of social networks.

I’m not dead yet!

The Age of Interruption is Waning

Immersive to Social Marketingthe experience becomes a relationship

I do remember the Subservient Chicken.

It was delicious.@OldSpice

Some people think that by observing, measuring and

recording best practices that they can predict what will

happen next online.

Much like an internet meteorologist.

The human brain craves reason.With hindsight, anything can be explained.

Viral vs. ‘Viral Marketing’

Temptation is to analyze and clone this success

Nothing

But it was made popular by a confluence of events (emergent

phenomena) too complex for anyone, even a computer, to completely

understand (chaos theory).

Just because it’s rationalizeddoes not mean it becomes predictable.

Nassim Nicholas Talebcalls this rationalized hindsightthe 3rd result of a Black Swan.

The Black Swanof Chaos

Black Swan:1. Unexpected2. World-changing3. Rationalized (in hindsight)

The Internet is achaotic emergent black swan.

WTF can you do with that?

How to brace yourself forBlack Swans, or even better,

take advantage of them?

1. What is fragile should break early while it is still small. Nothing should

ever become Too Big to Fail.—Taleb

Fail early and fail often.Success is 99% failure.

Learn fromfailure &move on

Google CEO Eric Schmidt

You have to plan your corporate strategy

around what the internet does.

Create a FAIL! budget.

Chevy Tahoe’s UGC Mistake/Brilliance

Troll Defence!

Experiment. Iterate.Learn.

5. Counter–balance complexity with simplicity.

—Taleb

COMPLEXSIMPLE

5. Counter–balance complexity with simplicity.

—Taleb

COMPLEXSIMPLE

First Banner AdAT&T online paid advertisment on HotWired, October 25th, 1994

As bandwidth improved,ads got bigger and ‘flashier’

(and smarter).

And yet, average click-through rate:

vokenspop-ups

pop-understake-oversinterstitialspre-rolls

Linguists define chaos asdisorder & confusion.

34,560 hoursof video uploaded every day.

2,000,000,000 viewsstreamed every day.

Don’t do everything at once!

Pick 1 or 2 things and do them well

10. Make an omelette with broken eggs.

—Taleb

What do you think is the #1Branded Viral Video?

134,246,499views

Started with $50No Agency

Some Items Blended:Marbles

Golf BallsRake HandleRubik’s CubeWii Remote

Credit Cards3 Hockey Pucks

Chuck Norris (figure)Ford Fiesta

6 Bic Lighters12 Glow Sticks

AvacadosiPad

Vuvuzela

“When life gives you chaos,will it blend?”

Conclusion

Chaos=Infinite PossibilitiesMake Associations, Not Assumptions

There is No BoxFail Early, Fail Often

Simplicity Trumps ComplexityUse What You Have

some of these images are copyright protected by their respective ownersCredits

Angel Tears fontby Billy Argel

3D VRML Map of the Internetby the Opte Project, Jan. 15, 2005

Termite Cathedralby Yewenyi on Wikipedia

Noise! Noise! Noise!by Chuck Jones & Dr. Seuss

Triangulum Galaxyby NASA

“1984”by Ridley Scott & Apple

The Internet Mapping Projectby Kevin Kelly

I Don’t Know What I Did Before The Internetby Lee Crutchley

Subservient Chickenby CP+B

Another Caveman Cartoonby Baloo

Google Classicby g l u b on Flickr

Portrait of Google CEO Eric Schmidtby Albert Watson for Money

The Science of Coke and Mentosby EepyBird.com

Double OMG!by David Schwen

Caution - This is Spartaby il0gical on deviantART

Understanding the Creative Directorby lunchbreath on Flickr

Pencil Sculptureby Dalton Ghetti

First Node on ARPANETUCLA, Sept. 2, 1969, Alex McKenzie

Primary Internet GatewaysJune 18th 1985, by Marty Lyons

Life Before Google (Chuck & Beans)by Brian

In Ur Realityby xkcd

Snowflakesby Wilson Bentley, 1865-1931

Symbol of Chaosby Michael Moorcock

4chan memesby *.externet.hu for 4chan.org

"Times Square Collage" (detail)flickr photo by leonardo.bonanni

Creditssome of these images are copyright protected by their respective owners

"The Dark Blue Bird" (detail)by Edward Lear (1812-88). Ink &

watercolour, one of six. England, 1880.

"Chaos on black"flickr photo by daliborlev [too cold to shoot]

"NO CHAOS"flickr photo by alles-schlumpf

"Arcing Event"flickr photo by St Steve

"shells redux"flickr photo by Darny

Creditssome of these images are copyright protected by their respective owners

"91 variations on a theme" (detail)flickr photo by kevindooley

"Butterfly Wing"flickr photo by Pikaluk

"Sunrise"flickr photo by Krug6

"Light drawing during insomnia" (detail)flickr photo by Lucas Janin

The Ultimate Social Media Diagram?by Tom Cunniff

Free Hand Drawn Doodle Icon Set for Bloggersby Chris Spooner

Hurricane Isabel Over The Atlantic OceanInternational Space Station (Expedition 7)

Computer Monitor Screen Image Simulatedby Andrew pmk

A Cartoonby Mr. Fish for Harper’s Magazine

3 PS3s = (Part Of) A Human Brainfound by plunkett@Kotaku.com

Review & Share:slideshare.net/jted

jason.theodor@gmail.comJasonTheodor.com@jted

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