Rob - wasn’t through the One Club, but I took the Hyper Island Master Class circa then, so likely we got much the same curriculum. At the time I was somewhere between your type 1 and 2 - couldn’t have had an agency in SF at the time and not seen the power and potential of tech.
Was struck by three things: first, their genius definition of effective network-centric creative — “remarkable,” as in people will literally remark on it (aka share or comment) — sticks to this day. Second, their “inner censor-lowering” speed drills, were exactly as taught by Tom Monaghan (took his, as well), a lovely example of new school not so different from old.
Last, got into a VERY spirited debated with, think it was Lars, about his contention that digital would lead to inevitable democratization of creative and would be the rising tide lifting all. My point was that more likely we’d see a flattening of the curve — that while opening the door wider was a good thing, we’d more likely see a downward trend in creative quality, and a degrading of the economics with the upper end being dragged down, not the lower being elevated.
Folks can decide which view was more accurate for themselves.
But your post reminds me that history is again a-rhyming and the “everyone, their own creative,” promise is again being shouted from rooftops.
While you can’t argue that standing on the bank, just observing the whitewater leaves you right where you are— maybe we also realize there’s likely a falls somewhere ahead.
Yeah, those Hyper Islanders...wonderful. Of course, so much of digital creative has been dreck. But it's a reality. The audience/consumer behaviors have changed, so the industry has changed. Now A.I. gives us new tools to get us all smarter, faster. So what can we improve?
I think it matters where your intention lies. "Get your boat in the water" if you want to float today's marketing and media waters. Also, recognize that it might be possible to get to your destination by a well worn trail instead.
Rob - wasn’t through the One Club, but I took the Hyper Island Master Class circa then, so likely we got much the same curriculum. At the time I was somewhere between your type 1 and 2 - couldn’t have had an agency in SF at the time and not seen the power and potential of tech.
Was struck by three things: first, their genius definition of effective network-centric creative — “remarkable,” as in people will literally remark on it (aka share or comment) — sticks to this day. Second, their “inner censor-lowering” speed drills, were exactly as taught by Tom Monaghan (took his, as well), a lovely example of new school not so different from old.
Last, got into a VERY spirited debated with, think it was Lars, about his contention that digital would lead to inevitable democratization of creative and would be the rising tide lifting all. My point was that more likely we’d see a flattening of the curve — that while opening the door wider was a good thing, we’d more likely see a downward trend in creative quality, and a degrading of the economics with the upper end being dragged down, not the lower being elevated.
Folks can decide which view was more accurate for themselves.
But your post reminds me that history is again a-rhyming and the “everyone, their own creative,” promise is again being shouted from rooftops.
While you can’t argue that standing on the bank, just observing the whitewater leaves you right where you are— maybe we also realize there’s likely a falls somewhere ahead.
Yeah, those Hyper Islanders...wonderful. Of course, so much of digital creative has been dreck. But it's a reality. The audience/consumer behaviors have changed, so the industry has changed. Now A.I. gives us new tools to get us all smarter, faster. So what can we improve?
Damnit man, stop making so much sense! :-)
I think it matters where your intention lies. "Get your boat in the water" if you want to float today's marketing and media waters. Also, recognize that it might be possible to get to your destination by a well worn trail instead.
Speaking of canoes, I remembered this from Judy Wald's obituary:
"In her interview with New York magazine, Ms. Wald summed up her philosophy this way:
'Love many; trust few; always paddle your own canoe.'”