I keep reading that the role of creative director now lies in everyone’s hands. With the advent of apps and the advances in social media, it’s like everyone has become their own publicist and their own creative department.
Creativity, in its simplest form, is the art of contrasting existing ideas in an original combination to generate something new.
On Wednesday, Facebook announced it was buying Masquerade, a super-popular app whose technology lets users virtually swap faces and apply other special effects to their selfies and videos, much like the filters available on Snapchat.
So, what does this mean for marketers and creative directors?
Well, first-of-all, clearly-chances are slim that the Masquerade-pro will trump the creative director who thinks more strategically about your business needs.
Having said that, on the Masquerade blog, the CEO Eugene Nevgen said: At Masquerade, we’ve worked hard to make video more fun and engaging by creating filters that enhance and alter your appearance.
Granted, right now, like me, you’re probably thinking “Our audience (business, followers, etc.) wouldn’t care about this—there really isn’t a tie back to what we do…”
Here are 3 ways that make this emerging media relevant to you:
- Real-time video communication is quickly growing in popularity. In 2015, the number of digital video viewers in the United States surpassed 200 million. And that’s not just amongst Millennials. Granted, the age range of 18-34 has consistently watched more video than any other age group, the number of minutes spent watching digital video amongst those aged 50 to 64 years has increased, from just 9 percent in the second quarter of 2012, to 19 percent by the second quarter in 2014. (Statista.com, 2016)
But that’s video – what about Real Time Video – how will that apply?
3. The technology Masquerade uses, while proprietary, is an accumulation of knowledge that has informed their algorithms which solves the problem of face detection and tracking.
It’s genius, really.
Add what they will accumulate to the world of Big Data and just imagine how that might influence customer service applications in the future?
Warby Parker will already know the shape of your face and could recommend glasses that fit your style and your face. Heck, why mail you the glasses, when they’ll already have your face on file?
How much you wanna bet TSA will have your face in a hologram when you check in at the Airport?
Who’s to say what will happen with security anywhere?