In part four of our D&AD New Blood se­ries, Tom Man­ning shares how best to trans­form your dig­i­tal ideas into cap­ti­vat­ing so­lu­tions

Computer Arts - - Contents -

In part four of our D&AD New Blood se­ries, Tom Man­ning shares how best to re­alise your dig­i­tal ideas

Back in the ’60s, a young Amer­i­can en­gi­neer, Doug En­gel­bart, in­vented the com­puter mouse. Be­fore that, you had to mem­o­rise lines of code, then type it into a com­mand line. Next, pro­gram­mers set about cre­at­ing menus, which meant or­di­nary peo­ple could ex­plore a pro­gram’s ca­pa­bil­i­ties sim­ply by click­ing on things. This democrati­sa­tion of tech snow­balled. Now, half a cen­tury later, even my granny has worked out the se­quence of clicks needed to share Daily Ex­press ar­ti­cles on my Face­book wall. What a time to be alive.

This ap­petite for tech­no­log­i­cal in­no­va­tion has de­sign and ad­ver­tis­ing agen­cies com­pletely smit­ten. And they’re look­ing to us, the dig­i­tal na­tives (gag), to cre­ate the fu­ture. But the abil­ity to pin, share, retweet, and like has cost us dearly. The more me­di­ated our in­ter­ac­tions with technology be­come, the less we un­der­stand what’s go­ing on un­der the hood. How many times has Pho­to­shop crashed on you? And how many times have you tried to fig­ure out why, rather than swear­ing vi­o­lently at the screen and re­open­ing the pro­gram?

Sim­i­larly, how many times have your dig­i­tal ideas ended up as scrib­bles on bits of pa­per? In my first ever crit with Andy San­doz, now my boss at Havas, I told him I wanted to make dig­i­tal ideas. He flicked through my book in un­der a minute and then said

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