Viewfinder: Creativity

Creativity is a fundamental part of making video. Since it requires no equipment, we've never compiled a buyer's guide on creativity. Of the many things that go into making video, creativity is often the most overlooked. Creativity is elusive because, unlike a camcorder or microphone, it is intangible. As a result, most video producers often neglect the management of creativity.

Creativity is a selective pursuit. With creativity, like video, you choose where to focus your attention. Nearly every aspect of video production involves some form of creativity. Writing a script, choosing a camera angle, making an edit decision, directing talent and getting the final product to market, all require a degree of creativity.

Apple Computer has a wonderful ad campaign about creative people. These magazine and billboard ads have simple black and white photos of some of the most famous creative thinkers in history. Men like Einstein, Picasso and Ghandi are featured in the ads along with the words "think different." That's precisely what creativity is all about, thinking different. Different than the guy across town or the one down the street. Different than you thought last time. There are ways to foster this process of thinking differently.