Design Thought Leader

People tend to think of creativity as a mysterious solo act, and they typically reduce products to a single idea: This is a movie about toys, or dinosaurs, or love, they’ll say. However, in filmmaking and many other kinds of complex product development, creativity involves a large number of people from different disciplines working effectively together to solve a great many problems. The initial idea for the movie—what people in the movie business call ‘the high concept’—is merely one step in a long, arduous process that takes four to five years.

A movie contains literally tens of thousands of ideas. They’re in the form of every sentence; in the performance of each line; in the design of characters, sets, and backgrounds; in the locations of the camera; in the colors, the lighting, the pacing. The director and the other creative leaders of a production do not come up with all the ideas on their own; rather, every single member of the 200- to 250-person production group makes suggestions. Creativity must be present at every level of every artistic and technical part of the organization. The leaders sort through a mass of ideas to find the ones that fit into a coherent whole—that support the story—which is a very difficult task. It’s like an archaeological dig where you don’t know what you’re looking for or whether you will even find anything. The process is downright scary.

Then again, if we aren’t always at least a little scared, we’re not doing our job.

Edwin Catmull
President, Pixar Animation Studios

…creativity isn’t a specific activity; it’s a quality of things we do. You can be creative in anything—in math, science, engineering, philosophy—as much as you can in music or in painting or in dance. And you can certainly be involved in the arts in ways that are especially creative. And so it’s important to emphasize that it’s not about creating some small space in schools where people can be creative, and particularly not if that means just tacking on some art programs on a Friday afternoon. It’s about the way we do things. … We live in worlds that we have forged and composed. It’s much more true than any of the species that you see. I mean, it seems to me that one of the most distinctive features of human intelligence is the capacity to imagine, to project out of our own immediate circumstances and to bring to mind things that aren’t present here and now. You know, to conceive of the past, to anticipate the future, and not just a future but multiple possible futures and many different sorts of pasts.

So this capacity for imagination, to me, is absolutely at the heart of this whole argument. Creativity to me is a step on. Creativity is putting your imagination to work and it’s produced the most extraordinary results in human culture. I mean, it is really the foundation of human culture, I believe. And it’s generated multiple ways of looking at the world, multiple ways of seeing it, multiple ways of thinking about it.

Sir Ken Robinson
Thinker and writer on creativity and innovation