Wednesday, April 17, 2013

science plus creativity

I'm probably the last person in the world to catch on to the latest Dove activity, Real Beauty Sketches.

Real Beauty Sketches from John X. Carey on Vimeo.

Aside from being splendidly executed content as advertising and another iteration of the long running real beauty purpose idea, the difference between projects of this nature that succeed (ie signal) versus those which fail (noise) is where the idea is based on a solid human insight.

In this case, of course this is a highly creative demonstration of the worse-than-average effect.

The human cognitive bias in which we routinely underestimate one's achievements and capabilities and attractiveness in relation to others.

And may I be as bold as to suggest that this piece is a blow to those hold the belief science and creativity are opponents.

When, in fact, the application of science and creativity together will always produce the the most compelling work.

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