Apr 17 2008
Another Good Nugget From Jaffe
This is a really great write up by Joseph Jaffe on the change that needs to happen with how “creatives” create “creative. My favorite quote is
“When I worked at TBWA\Chiat\Day, maverick interactive creative director Doug Jaeger created a new format for interactive: in addition to the copywriter and art director (20 percent technologist, 80 percent creative director), there was a wizard (80 percent technologist, 20 percent creative director). Brilliant. Ahead of its time. Lost on us.
The simple addition of a bit of imaginative science to the intangible and mystical art component became the ultimate counterbalance.”
We have wizards…we just need to unleash them.
