Back when I was a kid, say
grade school or ‘em childhood days, I always associated the word ‘creativity’
with ‘design’, ‘art’ and ‘lots of pretty colors and details’. I know some
people who still carry on that way of thinking and I can’t blame them. Is
creativity only just that? Upon entering into a higher form of education, I was
poked, dumped on and even shocked by how deep the word ‘creativity’ means.
Apparently, creativity’s
definition is subjective and is up for debate. What is creative to me will may
or may not appear creative to you. So
before I get to the nitty gritty of this post, I say, like the old famous
saying, ‘creativity is in the eye of the beholder’.
EXECUTION
& PURPOSE
I believe a part of
creativity heavily lies on execution and how you align it with its purpose.
Being creative is not only about being reliant on your skills on technical
drawing or painting; it’s also about being able to make good decisions. Should
the rendering be simple or detailed? Would this photograph be better black and
white or colored? Will this website look better with more graphics or less?
Check out Heinz’s website:
Their website is direct to
the point, straight out all about tomatoes and food photography. While on the
other hand;
Gelatissimo’s website:
Has some sexy ladies and
vintage thingies going on, and it’s /not really related to ice cream/. But it
sets a very classy mood and looks nice.
See, there’s nothing wrong
with either websites. It’s a matter of objectives and the purpose of your ad or
artwork or website or whatever. Don’t pound your head into making something
more complicated. If a client’s brand personality is humble and minimalistic,
you should align your way of thinking to that image as well.
PERSPECTIVE
& IMAGINATION
Did you know that the most
routinary, repetitive and nothing out of the ordinary things can become
creative if we just see it differently? Like the subject matter, things can be
totally different when we see them in a different light. Your mom’s brown
leather bag, the fries you bought from McDonalds.
Here is Kraft’s ad for their
Miracle Whip product line. The fries were turned into a seesaw in order to show
the mayo it /light and barely has enough fat/. The execution is simple,
straight to the point but that is what makes it so creative!
Another one I found on 9gag
(yes, don’t sue me) is a great concept on Mother Nature vs modernization. I
think it’s not only the execution that made this work stand out, but also the
concept of turning ‘modernization’ into a gun, held by a human hand. I leave
the meaning of the picture to you.
LIFE
HACKS!
Moving out of the arts and
visual category, creativity is also applied as a way of life. “Life Hack” is an
internet slang that means you have a better way of being ‘more productive’
using little to no money or effort. Here are some interesting things you
probably read on 9gag or reddit (yes, I’m guilty) or things you haven’t heard
of before.
Use toilet paper cardboard to
store them in!
BE CURIOUS
Sorry guys, there’s a lot of
creative things out there. I can’t list them all but just /look around you/.
Life in itself is creative (although it could be a pain in the butt sometimes).
We just sometimes don’t have the time or too caught up in our routines to
notice them. Fashion, food, packaging and industrial design. Hell, even the
floor tiles of your homes have some sort of creative reasoning behind it. We
probably never asked ourselves ‘Why’.
So be curious about yourself,
others and life. As Raoul Panes said in his Creative Camp at last semester’s
ITM 2k12, your source of ideas and creativity is life. It wouldn’t hurt to take
a step outside and give you a fresh perspective and probably, a better start.
Well,
that’s all folks, I have some ‘stepping outside’ to do to get some creativity
running. Maybe you should too.
Fria, signing out!
Alyssa Acedillo
CFI - ITM 2k13
Creative Director
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