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


@jted

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…

http://online.wsj.com/article/SB10001424052748704825504574582310496271156.html
























































































































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

http://www.marketingcharts.com/interactive/socnet-ads-not-relevant-to-81-of-millennials-8200/pmn-pace-university-relevancy-ad-generation-y-february-2009jpg/




Scary, isn’t it?


Question:What is a creative person

most afraid of?


Nothing


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



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.

JasonTheodor.com


Scientists call chaos “formless primordial matter”

(the stuff before stuff)

JasonTheodor.com


Chaos = Nothing =Infinite Possibility

JasonTheodor.com


This lead to theemergent phenomenon

of the universe.

JasonTheodor.com


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

http://www.youtube.com/watch?v=9VsXe3Pu1fE































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’


http://www.youtube.com/watch?v=OQSNhk5ICTI




Temptation is to analyze and clone this success


Nothing

3%

http://www.youtube.com/watch?v=8jXz7NrfzsI
















































































































































































































http://www.huffingtonpost.com/2010/09/02/microsoft-double-rainbow-ad_n_703509.html















































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

http://www.youtube.com/watch?v=SD6c-C0Z5r4

http://www.youtube.com/watch?v=SD6c-C0Z5r4


Troll Defence!


Experiment. Iterate.Learn.


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:

0.2%


vokenspop-ups

pop-understake-oversinterstitialspre-rolls



Linguists define chaos asdisorder & confusion.


http://www.youtube.com/watch?v=G5tW1JJqe3U

http://www.youtube.com/watch?v=G5tW1JJqe3U


34,560 hoursof video uploaded every day.

2,000,000,000 viewsstreamed every day.


http://www.youtube.com/watch?v=7BoHFnmg2eQ

http://www.youtube.com/watch?v=7BoHFnmg2eQ

http://edition.cnn.com/2010/TECH/web/09/06/damon.zero.views.youtube/index.html?hpt=Sbin%23fbid=Dm_kBPTXbii&wom=false






































http://zeroviews.biz
































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

http://adage.com/digital/article?article_id=145673

http://adage.com/digital/article?article_id=145673


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

http://opte.org/maps/

http://opte.org/maps/

http://www.technologyreview.com/Biotech/21175/?a=f

http://www.technologyreview.com/Biotech/21175/?a=f

http://www.xplane.com/wp-content/xpress/10-2009/

http://www.xplane.com/wp-content/xpress/10-2009/

http://www.animationconnection.com/view/noise-noise-noise-noise-

http://www.animationconnection.com/view/noise-noise-noise-noise-

http://billyargel.blogspot.com/2010/04/billy-argel-angel-tears-font.html






































































































































http://en.wikipedia.org/wiki/1984_(advertisement)

http://en.wikipedia.org/wiki/1984_(advertisement)



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

http://www.1stfloorgraphics.nl/2009/10/31/i-dont-know-what-i-did-before-the-internet/

http://www.1stfloorgraphics.nl/2009/10/31/i-dont-know-what-i-did-before-the-internet/

http://en.wikipedia.org/wiki/The_Subservient_Chicken


http://www.flickr.com/photos/glub/3403101166/

http://www.flickr.com/photos/glub/3403101166/

http://baloo-baloosnon-politicalcartoonblog.blogspot.com/2009/06/another-caveman-cartoon.html

http://baloo-baloosnon-politicalcartoonblog.blogspot.com/2009/06/another-caveman-cartoon.html

http://www.albertwatson.net/

http://www.albertwatson.net/

http://www.flickr.com/photos/kevinkelly/sets/72157613562011932/

http://www.flickr.com/photos/kevinkelly/sets/72157613562011932/



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

http://www.flickr.com/photos/dschwen/4796581917/

http://www.flickr.com/photos/dschwen/4796581917/

http://ill0gical.deviantart.com/art/Caution-This-is-Sparta-135706023

http://ill0gical.deviantart.com/art/Caution-This-is-Sparta-135706023

http://www.telegraph.co.uk/culture/culturepicturegalleries/7916457/Pencil-sculptures-miniature-masterpieces-carved-into-graphite-by-Dalton-Ghetti.html

http://www.telegraph.co.uk/culture/culturepicturegalleries/7916457/Pencil-sculptures-miniature-masterpieces-carved-into-graphite-by-Dalton-Ghetti.html

http://www.flickr.com/photos/lunchbreath/3844061694/

http://www.flickr.com/photos/lunchbreath/3844061694/

http://personalpages.manchester.ac.uk/staff/m.dodge/cybergeography//atlas/historical.html

http://personalpages.manchester.ac.uk/staff/m.dodge/cybergeography//atlas/historical.html

http://www.eepybird.com/featured-video/science-of-coke-mentos/

http://www.eepybird.com/featured-video/science-of-coke-mentos/



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

http://www.shoeboxblog.com/?p=15314

http://www.shoeboxblog.com/?p=15314



http://en.wikipedia.org/wiki/Symbol_of_Chaos

http://en.wikipedia.org/wiki/Symbol_of_Chaos

http://en.wikipedia.org/wiki/Snowflake

http://en.wikipedia.org/wiki/Snowflake

http://chan4chan.com/archive/1084/4chan_memes

http://chan4chan.com/archive/1084/4chan_memes

http://www.livinginternet.com/i/ii_arpanet_gateways.htm

http://www.livinginternet.com/i/ii_arpanet_gateways.htm


"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

http://www.flickr.com/photos/amerigo/482765730/

http://www.flickr.com/photos/amerigo/482765730/

http://www.vandaprints.com/image.php?id=69055

http://www.vandaprints.com/image.php?id=69055

http://www.flickr.com/photos/mr_gonzales/1553676727/

http://www.flickr.com/photos/mr_gonzales/1553676727/

http://www.flickr.com/photos/29487767@N02/4255026872/




http://www.flickr.com/photos/darn/407408597/

http://www.flickr.com/photos/darn/407408597/


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

http://www.flickr.com/photos/pagedooley/3227848591/

http://www.flickr.com/photos/pagedooley/3227848591/

http://www.flickr.com/photos/pikaluk/2178894964/

http://www.flickr.com/photos/pikaluk/2178894964/

http://www.flickr.com/photos/kruggg6/99414638/

http://www.flickr.com/photos/kruggg6/99414638/



http://tjcnyc.wordpress.com/2008/08/14/ultimate-social-media-diagram/

http://tjcnyc.wordpress.com/2008/08/14/ultimate-social-media-diagram/

http://www.blog.spoongraphics.co.uk/freebies/free-hand-drawn-doodle-icon-set-for-bloggers

http://www.blog.spoongraphics.co.uk/freebies/free-hand-drawn-doodle-icon-set-for-bloggers



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 [email protected]

http://commons.wikimedia.org/wiki/File:Computer_monitor_screen_image_simulated.jpg

http://commons.wikimedia.org/wiki/File:Computer_monitor_screen_image_simulated.jpg

http://www.harpers.org/archive/2005/10/CartoonCreativity

http://www.harpers.org/archive/2005/10/CartoonCreativity

http://chamorrobible.org/gpw/gpw-20061021.htm

http://chamorrobible.org/gpw/gpw-20061021.htm

http://kotaku.com/310685/3-ps3s--part-of-a-human-brain

http://kotaku.com/310685/3-ps3s--part-of-a-human-brain


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special marketing edition of chaos and creativity

Education

sagan chaos

taleb chaos

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counterbalance

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invent yo

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