1. Dr. Cynthia Breazeal from the MIT Media Lab designed a robot to become part of the family in the connected home. As things become intelligent, we’ll want to communicate in many more ways, including with our emotions, than simply through screens. Technology will allow us to engineer more personable tools and spaces. Brands will need to engage in even more trustworthy and contextually appropriate ways. http://www.myjibo.com/
2. David Shrier from MIT’s Center for Connection Science and Engineering told us about their “Living Labs” where innovations in changing human behavior are deployed in the real world with real people. The “Living Labs” go into real workplaces to look for insights into people’s behavior, not their beliefs, to help us design our environments for effective and fulfilling interactions. Sandy Pentland, the Center’s founder, is interviewed here: http://edge.org/conversation/reinventing-society-in-the-wake-of-big-data
3. Fernanda Viegas of Google showed us how powerful it is to see the unseen with a data-driven visualization of wind flows that sailors, firefighters and pilots foundhelpful. http://vimeo.com/48625144
4. UnderArmour and Mindshare showed us new wearable technology that will make collecting personal data as easy as putting on a t-shirt. http://about.mapmyfitness.com/2014/11/wearables-expanding-beyond-steps-with-sweat-heartbeat-data/
5. Nigel Jacob from Boston’s New Urban Mechanics showed marketers how civic innovation and using technology to activate the urban environment help government build trust by surprising and delighting citizens as much as managing the budget. http://www.newurbanmechanics.org/
6. Kati London of Microsoft Research helped us see that a world of ambient intelligence, sensors plus analytics will surface new modes of interaction and can simplify and reduce the noise of complex environments to help us spend time on what matters to us.
7. Jason Alan Snyder from Momentum Worldwide led a panel about what will drive future success of wearable tech and how brands and agencies can find appropriate communication opportunities in what another CreateTech speaker, Interface Foundry’s Rachel Law, highlighted as “body area networks.”
8. Sheldon Monteiro, SapientNitro’s Chief Technology Officer, offered the vision of a brand’s story system and the creative technologist’s role leading the design, build and maintenance of the continuous delivery of brand experience.
9. Conor Brady, Chief Creative Officer of Critical Mass, showed us the framework for interaction design: working with the visible (the content and the environment) and the invisible (data and code) that produced their stunning work for the U.N. on helping people understand the still too-present dangers of land mines in many parts of the world. Mashable article on “sweeper”
10. David Schwarz from Hush reminded us that we are just at the beginning of our understanding of the expressive possibilities that the internet of connected spaces, people and things makes possible.
11. Advanced technologies centered around big data and analytics are allowing us to see a higher-resolution picture of everyday life. A holistic-context awareness is the big opportunity. Embrace the complexity and learn to live with and in it!
WHAT 2014 ATTENDEES HAD TO SAY
"I go to a million tech conferences. The content for this one was a cut above. Also, the gender balance was great, which you NEVER see."
"Wonderful blend of key influencers, makers and future idealists within the industry space, providing excellent access to topics which are key to what we all do, want to evolve and how we'll make decisions about making positive change happen."
"The conference was inspiring and allowed us to bring home many new ideas to pitch to clients."
"The content was very relevant to my day to day professional life, and to the future of my agency."
Organized by the advertising industry’s association, the 4A's, CreateTech’s annual gathering is a singular opportunity to focus on the dynamic interaction of technology and the industry’s creative disciplines. For the past three years, CreateTech has been a leading event, exploring the outer limits of digital creative and the changes technology has brought to the industry.
The starting point is the emerging Internet of Everything, an ever-more-connected world of people, places and things: Wearable technology; smart appliances; connected cars; homes and environments. The implications are nothing short of what Jeremy Rifkin called a Third Industrial Revolution.
Speakers from a wide array of fields, from urban design to game design to robotics, will explore how individuals, technologists and brands will be advancing new models of communication design for pervasive media and new personal and social behaviors and habits.
The edges between disciplines in engineering, creative expression and media are breaking down. Data, automation, ubiquitous sensing and expressive devices are blurring the edges between all forms of interactive communications and media channels.
And once hard edges of silo’ed expertise are blurring into collaborative practices, team structures and value exchange. Dedicated sessions will grapple with the requirements and challenges of the new creative team; how to attract and hold top talent; how to plan for and reap excellence.
CreateTech tells great stories--from agencies, marketers, technologists and everyone--about the ways that digitally enabled physical and virtual environments are changing how we live, what we do and how we think and feel.
And, of course, CreateTech celebrates and highlights the work—inspiring, dazzling, far-reaching—born of these collaborations.
We are very pleased to be holding CreateTech in Boston the home of MIT MediaLab, the Harvard iLab, a vibrant startup community and a city that is pioneering in its deployment of the internet of things.