OddWatch Research: Scamper Brainstorming

Introductions

I remember pondering to myself in an empty classroom when I was conducting the SCAMPER brainstorming for the ‘who knows?’ how many times. My idea had changed so many times at this point and with a pitch right around the corner, 10th November. I still didn’t know if what I had at this point would be my project for the year. The closest thing I had to an idea was a SCAMPER Brainstorming from Hayes Davidson (which I discovered through Hayden Brinkley’s ‘Striking Out’ session).

[picture of Hayes Davidson]

[example of Hayes Davidson work]

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SCAMPER

The idea took the (S)ubstitute aspect of SCAMPER and simply replaced architecture with technology.

Substitute - Hayes Davidson's objective is to bring architecture from around the world to life through powerful, emotive and accurate art (stills, motion, immersive or interactive). Potentially you could replace the focus of architecture with the technological industry (e.g. audio tech products; headphones, speakers, turntables, etc.).

Combine - Ads are conventionally something we passively consume and have the desire to avoid. 'App-Vertising' is the theory that, in the future, the content we consume will be the advert itself. Adverts + interactive experience. e.g. 'I Love You, Colonel Sanders!'.

Adapt - media.work x Hamilton Watch production is a fascinating piece of storytelling. No dialogue, no product, just visuals. You could adapt the visuals to hint at the existence of a product by manipulating elements to take the shape of your clients product.

Modify - Factory 42 started work on a VR/AR experience that was intended to be an external live experience. Producing a creative live experience for VR/AR is a viable modification. Interactable live ads.

Purpose - Producing creatives that function as a PSA. I've previously worked on a project that was a PSA for misinformation (The Crash).

Eliminate - Remove elements of the production; colour, sound, product placement, dialogue, text, storytelling, etc?

Rearrange - Reversing the concept... changing 'creative production to advertise product/service' into 'creative production to belittle a product/service'. Essentially a parody. 'If Google was a Guy’ is a parody of the search engine; Google.

I later included the fashion industry. Although this was again later changed as I decided that during my short term strategy, depicted in my SMART analysis, I shouldn’t focus on a particular industry and work with whatever brand or client I could find.

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What I've been listening to: