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Changing Up Traditional Notions of Creativity

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Tez Patel
Tez Patel

Creative Director

Freeman EMEA

Embracing technology to push the creative boundaries

Technology is forging the way for a new type of creativity — one where we no longer need to possess a certain skill set, where design philosophies are equally important, and where devices like smartphones and programmes like Photoshop are so intuitive we’re all able to flex our creative juices in one way or another. We see this happening here in EMEA and around the world — even in some of the most unexpected places as rising economies continue to pop up. Creativity is now accessible to all.

Creativity: it’s ours for the taking

The creative discipline has undergone immense change of late. To capture an event 20 years ago, we would need to buy a high-end camera, approach the event with an artistic flair that conveyed the event in the best possible light, and get the images processed — it made more sense to enlist a professional photographer to bring it all to life. Fast-forward to the present day where technology is widely accessible, and we’re all able to take on the role of photographer. Not only can our smartphones snap high-quality images of these experiences, we can use the device to share them with our peers and followers in an instant.  

While the role of the professional photographer is still important today, this example highlights that some technical skills are starting to phase out, as we’ve now got tech that can perform many once-manual tasks. It means that each and every one of us has more control over our creativity. The discipline is no longer a locked, specialist-only area confined to those with a particular skill set — it is fluid and free.

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Redefining the creative discipline

These changes have made the creative industry much more competitive, as we look to stand out from the ever-expanding crowd. It’s a positive drive for the sector, as it prompts us to push the boundaries of creativity to deliver cutting-edge solutions that our clients have never seen before.

These new and innovative ideas are the result of an emerging field, one that combines philosophies of creative and design with technical skills. Creativity is all about solving problems. It’s about leveraging our skills, but also about embracing a robust methodology to ensure these skills are applied in the most effective and memorable ways. I like to refer to the first-aid analogy here — plasters and alcohol wipes are cheap and readily available to soothe a cut, but if you miss the education piece around how to apply these materials properly, the cut could get infected. The most effective ideas are the product of a proven methodology — such as design thinking — and the application of practical skills.

Owning a slice of the brand experience pie

So what does this all mean for the brand experience category? Event organisers will continue to push the boundaries of creativity, and they’ll want to work with partners who have the same vision. This is inextricably linked to attendees’ wants and needs, who we know expect fresh experiences year in, year out.

If we leverage this new approach and apply a methodology like design thinking to the events we work on, we’ll be able to achieve the all-important mass personalisation piece — we’ll be equipped to know which creative approach is best for each and every attendee, and we’ll develop not one solution, but many in response.

The creative discipline has entered an exciting phase, one that welcomes new tactics and techniques and embraces the latest technologies to deliver meaningful and memorable experiences for our attendees. It will only continue to evolve in line with these developments, and those who embrace this new way of thinking are bound to stay ahead of the curve for years to come.

For more perspectives on our Global Outlook, download the insights paper: Tomorrow, Today: The Future of Brand Experience.

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