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Tilesh Bhaga, creative technologist at Grey AfricaInnovation is changing and as a result we are seeing the amalgamation of technology with creativity for the benefit of everyone. According to this article on Forbes, technology can help us understand what makes a creative concept resonate and deliver that story in a way that is meaningful and relevant to the audience. So there's no disagreeing with Tilesh Bhaga when he says "We live in the best possible time for what I love, it's crazy!" ![]() I catch up with Tilesh to find out what goes on behind the scenes of a creative techie... You're a creative technologist at Grey. Could you briefly explain what your role entails?The role of a creative technologist is to assist the business in all things tech. I am either researching up-and-coming tech innovations that we can use for our clients or I am being brought into briefings to see how best to execute an idea or elevate an idea through the use of technology. What’s really behind your mask - literally and figuratively speaking?Very literally, my mask will hold either a beard or an extreme baby face, depending on the day. Figuratively the mask is stuck onto an introverted yet explorative tech head who's very obsessed with dance and Harry Potter. I'm also a hopeless optimist and love all forms of creativity. Growing up, what did you want to be?Well, initially my child-self had invented the role of "computerist", unfortunately the demand for the made up role was too small, so I moved on to wanting to become a 3D animator, as 3D design was my first love, starting at 10 years old.
![]() During my studies of multimedia, I was offered a bursary by a company called Trudon, which had a small digital agency called Leads Machine. I was intending to work in the development field, but after getting a taste of advertising at a small agency, I made my way to TBWA and fell in love with it. What excites you most about the industryThe most exciting thing I can see is that every company in the world is in one way or the other becoming a tech company. This can be seen with the likes of Burger King. Our industry is thus being tasked with helping every single brand match the idea of servicing their offering, whilst being tech savvy and innovative. Advertising is moving from being traditional advertising, to becoming a tech company/advertising hybrid. It’s an inventors playground! |