By: Ross Wuetherich
Let’s take ourselves back … It’s the year 1999, the clock strikes 12, and at that time there were fears that the world’s computer systems could completely melt down. Power grids, banking, transportation, you name it, could all malfunction at the same time. Ah, Y2K. Simple times, right? It almost seems like a century ago that we had such a universal, cosmic “deer in the headlights” moment. Scrambling to figure out how to make sense of this meteor headed straight for us. Fast-forward to now and, as a lifelong creative, I find that the AI landscape reminds me of this very same feeling. So, what do we do? Do we run and hide? Pretend that the meteor may miss us?
The answer is a resounding no. As humans, we tend to be stubborn, even when mediocrity and corner-cutting seem to be ever-present. We hold our ground, trusting in our craft and human intuition. We utilize our honed skills, techniques and artistry to remain invaluable. It’s what 99% of us in this world work at for our entire careers. To love our craft.
The thoughtful application of design principles, mastery of language and the ability to evoke feeling are what make our craft so beautiful. What if we had given up when desktop publishing was introduced? Suddenly, anyone with a home computer could create. But we quickly realized that the driving forces in our industry are the strength of our ideas, gut instincts, attention to detail, passion for the unexpected and respect for nuance. Without these, we are all just the same fish, circling in a vast, homogeneous cyberbowl.
In this age dominated by rapid technological advancement, powerful tools for execution and efficiency, it can almost seem overwhelming. It’s like herding cats, only they’re multiplying like bunnies. But here’s the thing: We need to embrace both the bunnies and the cats – all of it. Because it’s an amazing time to be a creative, playing, exploring and applying our craft to these tools, growing with what emerges. Remembering all the while that the difference between a generic template and a bespoke design, between a formulaic message and a compelling narrative, is what’s at stake. And it means everything to a brand that wants to stand out.
So, I say we tug at that rope like there’s no tomorrow because at the other end is a powerful force that is not letting up. That force, technology, serves as a valuable enabler, expanding the possibilities of creative expression. However, without the foundation of craft, technology is merely a vessel devoid of substance. The most impactful creative work comes from the synergy between craft and technology, where skilled artists leverage tools to bring their unique visions to life in more creative and expansive ways than ever before. In a world increasingly saturated with digital content, creative craft is the lifeblood of work that resonates and leaves a lasting impression.
So, maybe we should all tug on the same side of the rope. Not against technology, but against the real beast:
Complacency.
