Creativity

There are many different theories and definitions of creativity that all have separate elements and ideas. The first is that of Jones, back in 1993, and he said 'a process needed for problem solving... not a special gift enjoyed by a few but a common ability possessed by many people'. In essence, this means that we can all be creative, and we can all use creativity to solve the problems we face. Over the four projects, we have certainly encountered problems. Within the thriller opening, Naomi and I had issues with the camera and the lighting, but we managed to overcome these using some very simple brightness editing techniques on the Macs. The same occurred throughout the music video, but we overcame this by turning the footage that was an issue into black and white, giving us more opportunities to use the footage that would have otherwise had to be re-shot.

A second theory is that from Isaksen and Treffinger, also in 1993, noting 'novel associations which are useful'. This is attempting to make the links that are new, and to challenge the conventions presented to your genre. The thriller project was more of a murder mystery, as it began with the death in the opening, leaving the plot open to several potential storylines, and the capability to ensure a gripping film. With our music video, however, we chose to challenge conventions keeping our video to one basis, and created a narrative and a performance based video. This helped add depth and give the audience more reason to be interested.

The third theory we have studied was 'the making of the new and the rearranging of the old', from Bentley in 1997. Simply, this says that creativity is taking something there already, and making it your own. We used this theory in our ancillary tasks - we chose to shoot our magazine advert and digipak cover, but then recycled these images and used them within the digipak too. This helped convey our theme of separation by the techniques we used.