50 pencils ...when you've alreday been working as a classical (above the line, artdirecotr or copywriter) for a few years?
Should you start to learn webdesign programs? Or keep on staying the 'idea' guy?
Is there a specific book that one would reccomend to leanr more?
Another way to ask is: how do you evolve from regular to digital creative?
Curious to hear your opinions...
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Comments
That's a very good question. I think there is no comprehensive book about it, because by the time it goes to print it would be dated. Things change extremely fast. You need to find online sources to educate yourself. Check the online section here, read http://mashable.com - social media updates , http://www.adverblog.com - ad blog dedicated to online, http://www.bannerblog.com.au/ - creative online ads. The thing about digital is interactivity. If you can think in those terms you will create great work. I don't recommend learning flash, css, php, etc. There is just too much to learn and impossible to know all. Rely on good programmers and stay an idea guy.
As a creative, shouldn't the same role exist as the idea person? In a copywriter's case, he or she would write the interactive copy when it comes to production and the AD would deal with the design and visual...right? Seems like the same stuff just set to a different medium...a medium that is far more flexible for creativity than print. I don't think they're going to be expecting CW's and AD's to start writing code....that's not a creative job as much as a developer's job.
Get on twitter. Subscribe to blogs. Do all the things a creative would do like read books and talk to professionals, but do it all digitally. Thats the only difference.
Digital is not one thing -- many silos. Make a map or list for yourself and then research the production tools needed to create each one (hardware and software). Add to that the "conventions" of designing for each kind of digital asset. It's a lot of work. Good luck.
The difference between a digital copywriter and a classic one regards the ultimate trends in netology. Of course a copy too spends his day on the internet, researching, reading, just like the other one. What does a digital copy do more?
A digital copy should be passionate about the phenomena, about the possibilities the www offers and the way they can be used for promotion. The online developments are so dynamic that you must always think how they can be of use.
The most I like about digital copywriting is the liberty to experiment new things and the unpredictability of the outcome. You can never know for sure what people are going to enjoy or hate. There is also more undercover advertising that can be done on the internet, which opens the doors to creativity. No being bound to a brand, but a philosophy allows a potential of online activities that classic marketing excludes.
Regarding the actual programming, I think It helps to know a little. This way you can control better the "putting in practice" of your ideas.
I appreciated the topic and I am waiting for more opinions on this one!