Creative Technologist: who they are and what they do
Discover the profession of the Creative Technologist and how to pursue this career path with Domus Academy training. Read more!
Endowed with a profound creative sensibility and advanced technical skills, the Creative Technologist plays a crucial role in various fields such as design, advertising and digital communication because, as a strategic thinker, they translate creative ideas into digital experiences.
Born to stimulate the creation of new possibilities of interaction between brands/companies and their consumers, this professional figure proposes advanced interactive solutions that go beyond the traditional marketing boundaries and integrate Augmented Reality (AR), Virtual Reality (VR), Artificial Intelligence (AI) and Machine Learning.
These are the daily responsibilities of a Creative Technologist:
- Conception and development of interactive experiences: based on the client’s needs, this professional combines creative storytelling and advanced technologies to realise the concept of a digital experience – which may take the form of an interactive event, multimedia installation or website/mobile app with advanced User Experience (UX) – based on memorable interactions for the user;
- Designing the User Experience (UX): the Creative Technologist must verify that the digital experience designed, in order to be memorable, respects all the fundamental principles of a good User Experience, i.e. it is easy and intuitive to use;
- Dialogue with the Marketing Team: the Creative Technologies submits his concept to the Marketing Team to check its potential impact on the audience and assess whether it can meet the client’s engagement objectives;
- Prototype development: this professional transforms the concept into a tangible prototype. Working closely with Art Directors, Designers and Developers, they create digital mockups, test the hardware needed for AR or VR, write the code for websites or mobile apps and study algorithms for AI and Machine Learning. In this phase, they often experiment with new technologies.
- Data analysis and integration: this professional uses data analysis tools to measure the performance of ongoing projects, gather insights into audience behaviour and improve the subsequent interactive experiences proposed.
In order to become a Creative Technologist, a targeted and multidisciplinary training path that includes University Courses and Academic Masters on the subjects of marketing, digital design, software development and new interactive technologies is required. The next step is to gain practical experience through internships or Junior Creative Technologist roles in creative agencies, design studios or technology companies/start-ups. Working in the field allows one to deal with real projects, developing the ability to translate concepts into tangible solutions.
Continuous training through specialisation programmes, master courses, semester courses, advanced courses or short courses dedicated to new trends represents added value. These programmes guarantee specific skills and issue recognised certifications useful for enriching one’s cultural background and curriculum vitae.
As a multifaceted professional, the Creative Technologist must possess a wide range of essential skills:
- Strong creativity and propensity for innovation: they must be able to devise unprecedented new digital experiences. They must therefore be able to think outside the box, identify new ways of interaction between companies and target audiences, and be able to exploit the full potential of the technologies used;
- Strategic vision: the Creative Technologist must be able to manage the project at every stage, from the concept design to its final realisation, coordinating multidisciplinary teams and adhering to strict deadlines;
- In-depth knowledge of emerging technologies: they must always be up-to-date on any technological innovation that could contribute to the realisation of their digital experience, testing at first hand any novelty on the market;
- Consolidated UX design experience: the Creative Technologist must be able to design clear navigation paths for websites, check that user interfaces of mobile apps are optimised for intuitive use and design user-friendly experiences for any user;
- Solid programming and software development fundamentals: although working closely with Developers, they must be proficient in using programming languages such as HTML, CSS, Python and JavaScript, as well as being familiar with advanced frameworks for developing interactive applications and integrating complex technologies in each of his/her projects;
- Advanced digital design skills: the Creative Technologist must be proficient in the use of digital design software to create appealing graphic content and visual interfaces;
- Data analysis skills: they must be able to measure the performance of their previous digital experiences in order to make continuous improvements to their future projects. To this end, he must know how to use advanced analysis tools;
- Propensity to work in a team: he must be able to collaborate effectively with many professionals who support them in realising their projects.
Creative Technologists rely on a wide range of tools and software to perform their many daily tasks. Among the most widely used are platforms for developing interactive environments, such as Unreal Engine and Unity, which are essential for creating digital experiences using Augmented Reality and Virtual Reality.
Design tools, such as Figma and Sketch, and electronic prototyping tools, such as Arduino and Raspberry PI, are equally essential for creating and testing visual layouts and designed digital interfaces, as well as tools such as Adoe Creative Suite for creating graphic content and animations.
In addition to the most common programming languages, the Creative Technologist leverages advanced frameworks, such as Vue.js and React, to design interactive web applications characterised by a fluid and customised UX, and platforms to simplify the creation of Machine Learning models that can run in any environment, such as TensorFlow, to drive generative and computational creativity.
The Creative Technologist may work in different professional contexts:
- Creative and advertising agencies: they collaborate with Copywriters and Art Directors in the development of advanced digital experiences for advertising campaigns and marketing projects, working for high-profile brands;
- Event organisation agencies: they are called upon to design immersive and interactive installations for events, fairs or exhibitions;
- Media and entertainment companies: they are in charge of creating interactive content for the entertainment world, combining specific storytelling with high-performance technologies;
- Technology companies and start-ups: they contribute to the development of innovative products, integrating new technologies into applications, interactive software and advanced user interfaces;
- Design studios: they work closely with designers and architects to create interactive installations and themed multimedia projects.