Riff on this!
My creative team’s job is applied creativity, meaning it has a purpose, a desired outcome like: generate enthusiasm, drive traffic, boost sales, increase engagement. To stay in-tune with what makes our audiences do these things and where they spend their time and what they think is funny is vital to making messages that won’t be ignored. How can we design a magazine layout for a tablet if we aren’t intimately familiar with magazine layouts for tablets? We can’t make Lucille Ball jokes in a Liz Lemon world. Dive in.
None of us is as smart as all of us.
I can’t even tell you how many times I’ve shown a piece of brilliant creative work to a colleague, only to have them take one glance, make one suggestion, and either (a) make a good idea better, or (b) make me never use the word “brilliant” again. The creator is where things begin, but “out there” is where it lives, and “out there” has never been more accessible. Use technology to seek feedback from your audiences, listen to their advice, give them access. It will help you craft relevant creative work.
Sketching on steroids.
I can draw on my iPad. With a Chinese ink brush. I can alter images, translate other languages, and share documents in real time. I can make an HD movie on my phone. I can compose studio-quality music without a studio and “print” my own sunglasses. I can attend a client meeting in Hong Kong. If, of course, we had any clients in Hong Kong. The entire creative process, from inception to execution, is made easier and faster and better with technology.
The call is coming from INSIDE the house!
I’ve got news for you: technology IS creativity. From stone tools to terabytes, human beings will always use the tools available to them to make the stuff their brains come up with. Technology will continue to be used for creative endeavors. It will also be used by gardeners and governments and families and scientists, and it will prove helpful to them all. Embrace it!