Pushing digital off its pedestal – Choreographing connections for the real world.

Author: Emer Fitzgerald
Date: 14 March, 2016

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True creativity is formed with connection in mind – connection of the original intent of the work to the intended audience.

It is liquid, agile and moves expressively through context at the user’s command. It doesn’t stifle. It’s not stiff. It’s free. It’s fierce. Just like dance.

It bothers me that our industry is overly distracted by “Digital”, that it still exists in strategic job titles, functions, meetings, separate creative briefs, and university courses. Digital has never been more than a backdrop to life – a mere extension of our minds, freeing us up to create and imagine more.


Digital has never been more than a backdrop to life – a mere extension of our minds


As a digital marketing graduate and an ex-Googler, I honestly feel I was on the back foot for quite some time – putting the digital channel on a pedestal above the others. Yes, digital is more sophisticated, more able, more break-neck… but that doesn’t make it nirvana.

Digital technology has been designed to improve engagement across all media and experiences. It powers touch points and expands our creative possibilities for contact with real people, in the real world.

Digital is not what’s important; connecting people with brands through creativity is. And just as digital continues to hurtle forwards and interweave into our real world, so too must our work.

 


Digital is not what’s important; connecting people with brands through creativity is.


With Rothco’s architectural style approach to Connection Strategy, we plan for lines of desire – the path of least resistance an individual will take to best suit them – we can ensure that we are planning for fluid, real-world connection.

 

And back to my analogy with dance: it’s like choosing the music, choreographing the expected movement but always being prepared for freestyle.

And that’s why I come to work, to choreograph these possibilities and plan for that epic performance – when creativity takes center stage and ideas just dance.

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