STW’s DTDigital, Melbourne appoints Tim Devine in the newly created role of creative technologist

STW Group’s digital agency, DTDigital, Melbourne has appointed Tim Devine to the new role of creative technologist.

Devine has most recently been working throughout Spain, Austria, Turkey and Hungary in various media labs, and is an active member of the artistic research group, Social Bits.

DTDigital’s general manager, Brian Vella, said Devine joins with more than 10 years’ experience having studied with and worked for some of Europe’s leading institutions and companies.

“He has genuine experience with new forms of interface and interaction design,” said Vella. “In his role, Devine will be delivering new types of customer experiences for clients, outside browser and mobile technologies.”

Vella added while blending creative thinking with technical innovation has always been part of DTDigital’s DNA, Devine also adds another dimension to the DTDigital offering.

“Having been with DTDigital for only a few weeks, Tim has already demonstrated his capabilities by developing and launching a unique Interactive Visual Merchandising (IVM) display,” he explained.

The IVM, titled ‘Candyland’, was shown at the recent International Catalogue Showcase. Designed to promote a new fictional range of underwear, passers-by saw a seemingly innocent projection of a girl standing in a window. As they approached, however, she undressed to model a range of underwear.

Devine said this was just one example of the exciting technology available to clients.

“The beauty of IVM is in how it passively engages the viewer in a brand or product experience. This differs greatly from other visual merchandising strategies. Particularly in its ability to gesture people in almost the same way as we gesture to each other,” Devine said.Devine, the latest in a string of appointments at DTDigital, with 20 staff joining the business since November last year, will be speaking at AdTech, the digital marketing forum this week.