More than 1200 hundred people are attended the Adobe Make It conference yesterday and thousands more streamed online throughout the Asia Pac region. The conference held in Sydney’s Carriageworks focused heavily on the intersection between what’s new in technology, data and creativity.
In delivering the keynote Adobe’s President for Asia Pacific, Paul Robson said “The greatest experiences start with amazing content. It’s that emotive response that is connection generated by great creativity. Data is what enables us to get that to the right person on the right person on the right device. We must engage with data in the way we create.”
Abode also took the chance to reveal some results from their recent Adobe New Creatives Report, which showed 57 per cent believe design and creativity have a important affect on business performance. While 73 per cent of people said they want to understand more about analytics and metrics and 87 per cent said the best days are ahead of us.
Meanwhile Adobe’s vice president for brand marketing Sarah Gormley suggested an alternate standpoint on the subject of disruption arguing that too much emphasis from brands and agencies is focussed on fretting about digital transformation saying, “Digital transformation hasn’t changed a thing. What we know is creativity, design, story telling, empathy is the bed rock of providing enhanced experiences.”
Gormley went on to say that the industry must embrace data but should not confuse data as a substitue for creativity. “It helps generate great creativity” she said.
The conference which also included talks from what Adobe termed “creative geniuses” such as Kevin Dart the creative director from Chomosphere with work as an illustrator for movies such as Peabody and Sherman and Big Hero 6 and Erik Johansson a digital artist who’s recent Youtube antics in association with Adobe have yielded 25 million views.
Meanwhile Adobe’s Senior Technology Manager – Digital Video, Karl Soule discussed the growing trend for creatives to use lightweight devices such as the Microsoft Surface or the iPad Pro while working on significant projects in tandem with powerful desktop PCs.
“It’s about being creative where ever you happen to be and with what ever device you happen to have” he said.