How creatives can use technology to make work that’s more human
Share this page
How creatives can use technology to make work that’s more humanDecember 2019
Culture is moving at blink-and-you-missed-it speeds. For creatives who need to make work that resonates, keeping their finger on the pulse is tougher than ever. Hear how executive creative director and AdColor-award winner Shannon Washington uses data and technology to understand the world today — and to create work that’s more human.
Think with Google Presents Data-Inspired Creativity
Some creatives, they’ll see technology as this existential threat. But, I don’t know, in my opinion, technology helps me make work that’s more human.
I don’t think creatives should be fearful of data, in terms of how it affects our process.
It allows us to work better. I think it allows us to work smarter and faster. And if you think that these things are here to challenge you, or challenge your place in our industry and in our society — not at all. We have to evolve.
You know, it’s not necessarily going to replace me, if anything it’s going to help me do better work.
It’s always interesting when you’re able to find different cross-sections of culture, because culture has become so fragmented, and it’s not, you know, one size fits all.
From a creative standpoint, the data that we were able to get from YouTube and Google together was really, really instrumental in helping us make sure that the work was authentic and successful.
That is the magic that we are always trying to find in our industry. We are always trying to uncover a new truth, a new insight that allows us to do our work better.
When creativity and technology intersect, they do have the power to change the way that we look at the world, the way that we work, the way that we view things — and each other.
Explore inspiration, tools, and best practices - createwithgoogle.com
Others are viewing
Marketers who view this are also viewing
How machine learning will inspire bigger and better creative ideasWatch now
Why creativity is being liberated by data and machine learningWatch now
What will marketing look like in 2030?Watch now
3 sustainability marketing pitfalls — and how to turn them into wins
One Minute With: Manisha Lath Gupta, Uber India’s marketing director, shares the hardest part of her jobWatch now
One agency’s path to outstanding video creative
Why one-size-fits-all video ads are a thing of the past
Google’s Unskippable Labs has run over 250 video ad experiments. Learn their approach