turn off, tune out - it's time for the return of craft
Post on 11-Jul-2015
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Turn off, tune out - its time for the return of craftTRENDS 2013Ashley Pollak - Creative Director
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www.etio.co.uk
Where am I now?Pretty overwhelmed
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Lost my iphoneHad 2 months off the gridwith my old Nokia
The joy of being disconnected
Went to Thailand with my old film cameraTook 4 images in Bangkok
Q - How can you capture experiencesin the single shot rather than the stream?
Turn off
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✤ Escaping the feedback loop
✤ More relevant, less consuming experiences
✤ Intelligent systems
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Quick check inMultiple curated feeds in one place
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intelligent systems - learning about you and feeding only relevant information
Tune out
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✤ End of the age of anyone as creator
✤ A continued shift towards curation of content
✤ Info/Skimming
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Grouping of online producers - (Maker) to create studios that will compete as they have the main thing - audience
Konbini - MTV for the (french) web generation
Brand funded self sustaining.
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A re-recognition of quality - brands like the BBC will only become stronger online
Smaller brands will adapt to those quality standards - inform,education and entertain
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Return of craft
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✤ Craft centre and fore in production
✤ A renewal of respect for quality in production online - video, photography, art.
Creative that is unique stands out
Work that takes time to produce is more respected
Subtitle
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✤ Text
Subtitle
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✤ Text
Videos show a shift away from motion graphics and
overblown CGI
Recommendations
✤ Truthful, relevant and inspiring stories
✤ Told through videos with are unique - and are not achievable by everybody
✤ Reduce frequency of social media interaction, improve quality of conversations
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