Where Art meets Technology

Felippe Diaz – Group Account Director | Client Services Director, in support of IBM Australia & New Zealand

Our clients continually challenge us to ensure that their customer experiences are setting the benchmark for live and digital interactions – a key factor in our ability to do meet this challenge is to ensure that as a creative agency, we are continuously learning not only from within the industry, but also from outside it by keeping abreast of the latest thinking in the worlds of technology, the arts, performance and theatre.

Recently, we had the privilege of hosting some clients at a Sydney Opera House Culture Talk – ‘Hi-Tech stories’ focusing on how artistic leaders in the theatrical world have embraced technology to bring a deeper level of engagement with their audiences.

The panel included:

TL Uglow – Innovator at Google Creative Lab. You can see a recent TED talk by TL here
Lee Lewis – Artistic Director at the Griffin Theatre Company
Gideon Obarzanek – Chair of the Melbourne fringe Festival

They spoke candidly about their experiences in weaving technology into their craft, both negative and positive – some were wildly successful while others completely failed, but the general consensus was that it was all part of the learning experience in endeavouring to continually push the envelope to keep audiences coming back.

Overall, it was interesting to see the similarities between their world and ours:
– The ongoing debate around the inclusion of technology for technology’s sake
– Ensuring that the technology added an element of depth to production without overtaking it
– The challenges associated with the rapid pace of change and how quickly new technologies become outdated
– The shorter attention spans of audiences looking for instant gratification

A favourite quote was “we are caught at the junction between fear and hope. Fear that the technology will not fail us, and hope that it will augment our creativity”

At the end of the day, we are in the business of storytelling. New technologies allow us to increasingly tell those stories in more interesting ways – but it should never be the technology that dictates how those stories are told.

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