Are you art or copy? – By @DJayDancer1

By Daniel Johnson


Are you art or copy?

For the past two weeks I’ve been speaking to and visiting SCA alumni who are neither…

Not to say that they can’t write or direct but their strength lies in their ability to solve problems using innovation. This article will hopefully serve an intro to tech for creatives.

Here are some examples of their minds at work:



Problem: Runners breathe 4 times more pollution than other people.

Insight: Pollution mapping techniques are outdated.

Solution: Nike launches the Ether trainer that maps pollution in cities.



Problem: Athletes want motivation, but not a coach.

Solution: Runners can ‘chase’ their music which will move ahead if they slow down.


Track uses binaural engineering and GPS so that it can manipulate music. The music will appear to come from a certain distance or direction according to speed.

Tech Is a rabbit hole


There is no point in learning to code, user experience (UX) or programme as a creative unless you are interested in it or NEED to for some reason. Tech is so broad an each of those domains have within it a lifetime of study and agencies will have specialists within them.  

The path of a creative technologist is one of broad understanding. Understanding tech in its entirety (or as close as humanly possible) and then going down rabbit holes where specific solutions are required.


Being a creative technologist is about understanding tech. And having that knowledge as another tool to solve problems. And it’s exactly this approach that can be applied to even those who want to stick to copy or art.


The rest of this post will be about a few future trends in advertising, the world and a bunch of resources to start collecting some digital dots




How will Tech transform advertising?

Brands are going to need 30 times more content. So while creatives will still produce ideas, Machines will aid the production process by editing and formatting clips to different platforms.

Jono Belies that brands will market in much less direct and pushy ways but instead offer more and more personalized products that help us in our daily lives.  


Further Reading/Inspiration

Tech Trends:


5G is going to change everything. Nothing will need to be downloaded onto hardwear  because everything can be streamed. So devices will be increadably small/thin (EG. Contact lense screens).

Also devices like shoes or watches will be able to access the web without the need of your phone as an intermediary.  5G will have implications from self driving cars becoming feasable to remote health care.

Big data

Im not too well read up on this one so I stole this from wik. I didnt need to admit that… *Sigh*

‘’Big data is a term used to refer to data sets that are too large or complex for traditional data-processing application software to adequately deal with.

Big data challenges include capturing data, data storage, data analysis, search, sharing, transfer, visualization, querying, updating, information privacy and data source.

Current usage of the term “big data” tends to refer to the use of predictive analytics, user behavior analytics, or certain other advanced data analytics methods that extract value from data, and seldom to a particular size of data set.

Analysis of data sets can find new correlations to “spot business trends, prevent diseases, combat crime and so on.”[7]

Scientists, business executives, practitioners of medicine, advertising and governments alike regularly meet difficulties with large data-sets in areas including Internet search, fintech, urban informatics, and business informatics.’’

The more Advertising agencies learn to handle large sets of data, the more we will be able to pull new insights on how people use their clients products and create even more relevant and useful solutions.


Mixed reality

Mixed reality from what I can tell is quite similar to virtual reality. Personally I cant wait for this one. I mean beyond bluring the lines between real life and bladerunner I think there will be so many creative ways brand can bring thier products to life in the physical world.


What if instead of viewing a map, you swa an arrow through your glasses showing you which direction to go and your next turn.

Or if you could bring pokemon to life!!! (Damn thats a good idea, I think I should make that…)


Companies (That Inspire me 🙂





Radical Technologies

Life 3.0

Future Politics





Tom manning


Other good places to absorb and learn about tech in general




BBC tech


Google cloud

Amazon Web Services (AWS)


Related SCABs

Go back

Student Application

  • Fill out the Application Form below to be a part of our next Award-Winning intake.

  • MM slash DD slash YYYY