Future gazing

Today’s oil is yesterday’s dinosaur.

I started out in an era of typesetting that took a day to turn around, but leapt onto DTPs when I saw that they could do it in an hour. I saw the writing on the wall for print pricing mark ups when I’d already made the leap from ‘above the line advertising’ to ‘direct marketing’. And when the awards ceremonies were celebrating ‘DM’, but less and less people were opening the stuff that came through the letterbox, I leapt to digital.

Digital. A ‘flash in the pan’, some said.

And now AI. Just another tool for the creative mind. I don’t run from change, I run at it. AI is a brilliant way of testing a concept and, often, proof that you have something original when artificial minds can’t scrape something up from the world wide web that matches your imagination.

All of the media and technology above, and some not mentioned, are all good tricks to have up your sleeve. But knowing when to deploy the right media for the message, to respectfully engage and entertain the ‘audience/customer’, that all comes with experience.

Anyone for a ‘door drop’? They’re on their way back.

Painting on previous nav page: ‘The Dice Players’ by George de La Tour, 1651.