Clark Kokich has built a career helping brands master digital technology. So it’s only fitting that Kokich, the chief strategy officer at Marchex, former Razorfish CEO, and author of Do or Die, has created 20/20, the world’s first narrative live-action short film shot with Google Glass. The five-minute movie, which follows a day in the life of a young man through his Google Glass, makes a powerful statement about personal privacy and the power that technology assumes in our everyday lives. For as long as I’ve known him, Clark Kokich has always been fascinated with the way that digital technology can both disrupt and shape the way we live and do business.
20/20: romance competes with technology. Which will win?
In the following interview, he discusses the themes of 20/20 (a product of his film company, Perché No?) what it was like to make a movie with Google Glass, and his views on technology and privacy (including his opinion of Edward Snowden). Check out what’s on his mind — but more importantly, take five minutes to watch the provocative 20/20. This movie will make you think.
What inspired you to make this movie?
Last spring I was having coffee with Margaret Czeisler, global vice president of the Razorfish xLab. She pulled out a Google Glass for me to try. It was the first time I fully understood the power of the technology. Then, as I was driving home, the idea for the film just popped into my head. I more or less wrote it in my mind in the car and typed it up when I got home.
In the movie, Google Glass is omnipresent, and not always for the best. Where do you think Google Glass is headed in the next few years?
It’s hard to say. I used to work at Code-A-Phone, a company that made telephone answering machines. Remember those? Our biggest issue was confronting the backlash from people who became pissed off when they had to leave a recorded message.
In the 1990s, I worked for Cellular One. At that time, cell phones were regarded as a smug status symbol. “What kind of an asshole takes a call in their car?” We’re seeing that kind of backlash right now with Google Glass. And I suppose this film doesn’t help, does it? But who knows what will happen.
In the end, if the technology solves a real problem, people will get over it. Right now, I don’t think Google Glass solves an obvious problem in the same way answering machines and cell phones did.
The movie’s subtext about spying is obviously quite timely, with Edward Snowden recently speaking at the 2014 SXSW Interactive festival. What’s your view of Snowden? Hero or a traitor?
I do think he broke the law, and there should be consequences for that. But I don’t consider him a traitor. If I had to guess, 50 years from now he’ll be regarded as an important historical figure; someone who took a huge risk – and sacrificed everything – so that the rest of us could know what the hell is really going on.
I could relate to the scene where the protagonist is multi-tasking too much with technology at the expense of the people in the room with them. How do you avoid that happening in your own life?
I’m actually pretty good about that. I’ve never used technology just because it’s new and cool. I can admire it, and want to learn more, but I’m not an automatic adopter. I also think it’s important to be doing the things that are important to you, not that are important to others. For instance, if I’m on the road, I don’t answer emails on my phone just because they came in. My fingers are too big for that kind of nonsense. If something’s critically important, maybe. But for the most part, I decide what’s important to get done right now, and I only concentrate on that. Just ignore everything else.
What was it like shooting a movie in Google Glass? What did the experience teach you?
It was a pain in the ass. We tried to monitor the shooting in real time through an iPhone, but doing so was too clumsy. So we ended up shooting a scene with no idea what we were really getting. Then we had to wait to download the file and check it on the computer. If there was a problem, you had to start over. It took forever.
What’s next for your filmmaking?
We’re going to shoot another short this summer. This one is more serious. No more Google Glass fun and games.