O Ian Tait indicou uma entrevista de Danny Nathan, “creative strategist and Ux designer” da Poke NY. Só pra vc ter idéia do naipe do sujeito, ele colou com a Droga 5 para criar o projeto Million para o Departamento de Educação de Nova Iorque. Ele corrobora o que o Ian falou sobre Cannes e eu postei aqui.

But in my mind, most of the award shows don’t understand how to integrate the ideas of digital and the direction that the industry is moving in a way that can best evaluate the work. They’re too focused on a finished product that fits in the palm of their hand – a print ad, a tv spot, a single website – something that’s easy to wrap your head around. They don’t seem to understand that client work no longer fits into tidy little buckets. Some of my best work at POKE has lived in the form of a creative and strategic document, but it’s still client work.

Essa frase em negrito aí em cima é muito foda.

Fanfarrão, o Danny tentou se inscrever em Cannes.

I decided to humor myself this year by entering the Art Director’s Club Young Guns competition (this is the last year I’m eligible). I read the entry FAQ’s and there was some awesome stuff about how they’re trying to be open to new kinds of work and that if your entry didn’t fit into the “buckets” they’d outlined, just to give them a shout and they’d work with you. So I emailed to explain my problem: much of my best work doesn’t live in the form of single URL, but rather as a holistic idea that has to be explained with more depth. I simply asked if I could submit a .pdf for some of those ideas so I could best share it. The short, concise answer was NO.

That’s a problem. Until they re-think what the work can be and realize that our client work is often in the form of strategic and conceptual ideas, the industry will continue to struggle with how to recognize it.

Tem uma frase foda que resume bem a Poke:

One of the biggest things we talk/think about at POKE is the line between physical and digital and how we can blur that line to make our clients more significant, and more embraceable, in people’s lives.

Mais pra frente ele fala sobre um projeto chamado Culturious. Tem um vídeo explicando o projeto e mostra bem como funciona um “creative and strategic document” da Poke. A visualização das etapas é parecida com a que queremos fazer, com a diferença que é MUITO melhor.

more about “Culturious on Vimeo“, posted with vodpod