The Creative Technologist – A Myth, a Dream, or Just Tautology?

“I once introduced someone to a friend as one of the best coders I knew, and she looked at me like I had insulted her because she referred to herself as a creative technologist,” said former JWT, Saatchi & Saatchi, and Ogilvy creative James Cooper.

As a proud coder myself, I know that good tech is full of solutions. So, what is it about being described as a great coder or a tech that just isn’t good enough in our let’s-call-it-something-new-and-then-it-will-look-new business? Why do some people think that adding the word ‘Creative’ to our title changes everything – or anything at all?

The Difference Between Skill and Creativity

We can all see the difference between a lightning-speed typist and a great novelist. Similarly, the fastest user of an abacus isn’t going to win the Fields Medal for mathematics (currently held by Maryam Mirzakhani for her work with Riemann surfaces and moduli spaces, by the way).

Yes, both typist and abacus operator provide a valuable service, but when we talk about creativity, the novelist and the prize-winning mathematician bring more to the table than just expertise with their tools. They offer something that springs from a deep passion for, and a thorough understanding of, the language and possibilities of their chosen field.

Tech: A Field Fueled by Imagination

The world of tech is never going to stand still. It is driven as much by imagination as by knowledge. As Einstein realised, knowledge will get us to the stars, but it is our imagination that inspires us to reach out for them. Or in his own words, “Knowledge will get you from A to B, but imagination will get you everywhere.”

We live in incredibly exciting times. With creativity and technology intertwined and inseparable in film, video, virtual reality, games, and advertising, it feels like all bets are off and all barriers dissolved. Good techs understand the field so well that they can always make that leap of imagination to express creativity through the design and manipulation of technology. Wizardry indeed.

The Role of the Creative Technologist

Sadly, in most cases, so-called Creative Technologists are simply developers added to creative teams as an afterthought. They provide a tech-focused staffer to add their voice to the creative team and explain which ideas might actually work in the real world.

As Jon Hackett said:

“As I see it, the label ‘Creative Technologist’ is a bit of a crutch to get around a big perception problem developers face in the industry. Normally, we’re seen as the ‘no’ people who crush your beautiful ideas due to some ‘technical limitations’ that can’t be explained because ‘they are too complicated for you to understand.”

Without investment in the latest technical know-how and exposure to ever-evolving cutting-edge technology, the embedded Creative Technologist can soon find themselves isolated from their natural world and struggling to keep up with their peers. They are often underfunded and unappreciated, perhaps even derided as mere ‘techies’ and denied the latest technologies to demonstrate their skills.

We have been inside some top creative agencies only to find an entire floor devoted to Reception, while the Head of Technology had a five-year-old PC and had to write a document outlining the business case for a £50 upgrade. Astonishing but true.

Imagination Fuels Innovation

In 1911, when Colonel Cody imagined his flight by kite machine, who else could have foreseen the development of the first military biplane followed by the creation of an independent third arm of the Services known as the Royal Air Force in 1920?

In the world of software engineering, technology isn’t just about ‘machinery and equipment developed from the application of scientific knowledge.’ It’s about imagining something more, something different, something more engaging or exciting or appealing. It’s always looking beyond the boundaries of current knowledge for new possibilities.

Conclusion

It is only by understanding current technology that we can imagine and create the future. The role of a Creative Technologist shouldn’t just be a title but a true fusion of creativity and technical prowess, continually pushing the boundaries of what’s possible.

The future belongs to those who blend creativity with technology, and at Cohaesus, we celebrate those who make that leap and redefine what’s possible.