Filed under Digital Production

Why Digital Producers shouldn’t learn to code

I used to think that improving my knowledge of coding would be worthwhile.

- I would be able to estimate better. Clients would ask me how long it would take to build a particular website or app and I would be able to instantly give them an answer.

- I could interrogate development estimates better – ‘It won’t take 10 days!’,

- I could support the tech team by offering technical solutions – ‘How about you just back-port the revision onto the previous prod release?’

- I’d be able to sign up to Codeyear and update my social networks with messages like ‘This year I’m learning how to code’

- I’d be able to diversify my skillet and be even more valuable to my employer.

- I wouldn’t have to work with developers

I’ve recently changed my mind.

I now think Producers should stick to Producing and focus their efforts on improving their strengths rather than their weaknesses. For small operations a swiss army knife who can build as well as manage projects is a valuable asset but off shoring development is becoming increasingly popular.  Well trained and briefed cheap labour overseas is often a more attractive business solution.

It’s also fun collaborating with developers who are often geeks that are extremely passionate about their craft.

Finally, The Project Triangle is often a Project Polygon and Producers/Project Managers have enough to do.

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Great Branded Content: Air New Zealand’s ‘Kiwi Sceptics’

Air New Zealand has launched a fantastic series of online videos that tell the stories of four Australians who are tricked into visiting New Zealand. Titled ‘Kiwi Sceptics’ the videos present an eclectic mix of protagonists who are buddied up with like minded New Zealanders.

Air New Zealand’s biggest campaign in ten years is an excellent example of how branded content can entertain and engage. After watching one video on Facebook I quickly checked out the remaining three clips on Air New Zealand’s YouTube channel. The voiceover by Rhys Darby (from Flight of the Concords) is surprisingly amusing. I’m a big fan of New Zealand but I could completely relate to the participant’s reservations and revelations.

Additional content lives on Facebook and a NineMSN microsite that includes profiles, itineraries and Q&As. You can also snag a cheap flight across the ditch.

This campaign is going to be big. Expect awards and, hopefully, a second series where the participants return to New Zealand with their friends and family.

Kudos to Host, Candid Films and PHD for putting this together and Air New Zealand for taking a risk.

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Digital storytelling and ROME

ROME homepage

ROME is a fantastic example of storytelling in the digital age. As the technology blurb says, ’3 Dreams of Black’ is an interactive film by Chris Milk that showcases the power of WebGL which enables your browser to show some really dynamic visuals. Via simple mouse navigation the user is immersed in a multi dimensional world full of creative landscapes. Be sure to create and submit your own ‘dreams’ once you’ve completed exploring ’3 Dreams of Black’.

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Overused words in digital media

Leverage

Hollywood has made a show called Leverage. Unfortunately, it’s not a modern day Mad Men about a digital agency leveraging opportunities to create results driven success for their clients. It’s a modern day Robin Hood where good/high tech/web 2.0 criminals nab booty from evil/old school/web 1.0 criminals.

The show title reminded me of some terrible overused words or terms thrown around in digital media such as:

360 degrees – Buzz term for the pervasive nature of digital media.

Piece of string – ‘How do I tell the account manager that this is a poorly crafted brief that I can’t acurately estimate?’

App-like [web design] - Apps are cool = web sites need to look more like apps.

Opportunities – ‘How can we make money?’

Facebook – A company wanting to be the internet.

User Experience/Userbility Testing  - An integral phase of digital production that is often brushed over.

Game changer – A term given to something new to make it sound better.

Partner  -  An arranged marriage.

What are your favourite overused digital words?

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