Creativity

Rule breaking/boundary testing
Creativity involves doing something new and against what is already out there to change how people see things. In my preliminary task we experimented with ways to hold or position the camera that keep our viewers interested in what they are watching, this was then reflected in the thriller opening where we used a mixture of handheld and fixed shots at different levels, a technique that I thought worked well so used it once again in my music video. In the ancilliary task I used actual images from the music video when creating the digipak, this is something that I haven't seen before in other digipaks when researching and I thought it had a good effect, following this I then also decided to use images not from the music video but that draw from it on my website. This is why I took a photo of the shoes from the actual video, this way I can show the star image motif that we created for our artist of shoes and feet but also to create a link between them through something that the audience can recognise.

"Novel [new] associations which are useful” (Isaksen and Treffinger, 1993)
When creating my three texts (music video and ancilliary tasks) I kept in mind the whole time that I had to create a link between them, this is why I used images from the music video in the digipak, so that fans can instantly look at the digipak and make the association between that and the music video. I also used the photo of the shoes from the video to establish a link between the music video and the website. When I was creating my thriller I didn't think of a link that needed to be made between it or anything else however following the conventions of a thriller we didn't want to give too much away in the opening scenes, this is why we made the viewers ask questions such as what is going to happen next? Certain key parts such as where the files are handed over make the audience want to know what is going to happen with them and what the person reads on them, this sets up associations within the film that link throughout.

Using existing concepts and conventions whilst building from and adapting them.
This is my own interpretation of what creativity means, in my view creativity is creating something new through necessity or adaptation. This is particuarly reflected in my music video and thriller opening where we used a mixture of shots including fixed and handheld, this keeps the viewers interested. The digipak that I made also adapted conventions, I established a link between this and the music video which is a convention of a digipak in the music industry. However I used actual images from the music video, this is something that as far as I know hasn't been done before, although using images or themes that reflect throughout is something that has been done before. Similarly in my thriller colourisation is sometimes used during particular scenes, however I went one step further by draining most of the colour other than the strongest colours such as purple or red, this enhanced the viewing experience and showed a great deal of creativity.