The Sky is The Starting Point: William Everich, RAPP NY

por India Fizer , AdForum

RAPP Worldwide
Serviços de marketing
New York, Estados Unidos
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William Everich
Software Developer RAPP NY

In the latest of our interviews that delves into the role of the Creative Technologist, we spoke with William Everich, Software Developer at RAPP New York, about owning your knowledge and embracing the craziest ideas as part of the creative process.


What does the role of a creative technologist entail?

As a creative technologist/software developer, I have a more hybrid role. A large part of my role is ensuring the most efficient development production for the output of multiple teams.

But personally, the more rewarding side of the creative technologist is manifested by “embedding” oneself in the creative group — to create a rapport where questions and curiosity can be easily asked, answered, and ruminated on — and to engage early with ongoing phases of a brief or strategy. In part, I provide guardrails around what is technically feasible while also cheerleading the technological ideas, concepts, and abilities (or concepts and abilities proposed by the team but reassembled in a novel way) that may not be so obvious.

In the best examples, this process can be seamless where creative technologists gently guide those strategic and creative brainstorms, then transform them into ideas that are feasible on a technological level. But at the same time, you avoid compromising or stepping on creative desires.


What kind of skills do you need to be effective in your role?

A love of everything related to technology is crucial. On multiple fronts, you’re following the progress of various tech tools and their applications in business and society. It’s important to seek out the unexpected, the hacks, as well as the beautiful mistakes.

But also play with the tools firsthand if you can. That way, you understand the opinions and desires behind the creation of a particular tool or piece of tech. So, try to play with it and know it inside and out. Once you “own” the knowledge of that tool or software, you can apply and incorporate that knowledge as another piece in any technological solution.

Finally, hone into the intersection of society and technology. Understanding that relationship and the tools available to us, not just on a technical level but also their application in the past and present, and how they could be applied in the future. The application of technology evolves as much as the technology itself and at a breakneck pace and embedding your mindset into these evolving trends is what makes you successful in this role.


Where do creative solutions intersect with functional design?

I believe the most functional designs are creative, and that creative output values the humanness of ourselves. We are beautifully imperfect creatures; I feel the most functional designs are created in a way where our own imperfections can support a seamless experience.


What’s the most challenging aspect of the creative technologist role?

Finding the “goldilocks” zone between the primary goal and technological feasibility.  

I like to know the craziest ideas our creatives in our team have, whether that’s shooting for the stars, the next galaxy, or even a parallel reality. I want creatives to go absolutely HAM when sharing their initial concepts. Even if those ideas seem like pure fantasy in the beginning of the creative phase, laying out the “we could do anything we want” ideas on the table is part of the collaborative process. Next, I take those goals and boil them down into something that’s ascertainable within our technological landscape.

I live by a mantra: Don’t step on creative, say no without ever saying no, and provide a path to a better idea or solution. [Enable creative to do what they do best, allow room for push and pull, and always provide a path to a better idea or solution.]


How do you see the role expanding with the introduction of the metaverse?

Should the metaverse rise to renewed prominence as the current buzz suggests, it could bold well for the type of individual who’s attracted to the creative technologist role.  

There will undoubtedly be a beautiful wild west as the first widely adopted platforms come to the fore. There will be those that develop the first tools and add abilities to manipulate your meta space to your liking. Others will apply those tools and abilities in unexpected and beautiful ways. And there will be those that take that output, remix, and combine them so they can share them with the wider world and inspire even more individuals to restart that loop. 

The metaverse as a concept presents a multi-verse amount of untapped creative technological potential.

The sky is not the limit, but, I believe, it is your starting point.