A general theory of creative relativity - Coudal
A general theory of creative relativity….. not a universal theory!
Part One – when we evaluate a work of art it is difficult to get to the heart of the creative process because there are many moving pieces….. e.g. film includes many people’s contributions.
Booking Bands – a word game to combine the title of a book with the name of a band and try to make it fun. “the Who moved my cheese” “Dexy’s midnight typerunners” “the old man and the seedcake” “ET Rex” . Try this for yourself - it is really entertaining…
This is the 'quantum mechanics' of creativity because it represents the most elemental particle of creativity. I know HOW you are thinking about it… you are either holding a book title and reeling through band titles trying to find one to match – or the reverse. You are not randomly picking one of each because the chances of any one fitting in an entertaining way are too slim. There is a variable and a constant and the association makes it work. The known and the unknown and association is the action (creative event).
Part Two – the ignition (big bang). Sometimes you may find it hard to price your services – when you have the inspiration and it just happens versus one where you really have to slog out an answer. how do you value the first versus the second event?
The initial moment of enthusiasm about a new idea – this is the juice that amplifies the unknown/known. The creative process comes from inside and the moment of ‘divine’ intervention comes with great curiosity and enthusiasm. The moment of ‘falling in love’. This amplifies the association make in part one of the theory. Blow up the association and amplify it.
Part Three – now we need to communicate the ‘thing’ and it’s powerful but unformed. Light to the power of 3 gives a blast under it.
Light to power of 1 = the art of metaphor… easy to explain.
Light to the power of 2 = executive summary a powerful shorthand.
Light to the power of 3 – judgment and aesthetic decisions (taste?).
The association between the known and the unknown amplified by the enthusiasm we feel for a new idea divided by light to the power of 3 to give it energy.
Questions
How do you do life work balance? I don’t work at home and I don’t bring home the work. The Coudal studio is like a pre-school Montessori – everyone responsible for their own things and quietly working away. We are purposefully without a business plan.
How to make the jump from graphic design to innovative creative things to draw people to your site. We lost a bunch of clients and were in deep shit. We made a list of the things we had – a loyal and large audience. And didn’t have clients…. so we got lucky and had to re-evaluate. If we hadn’t we’d still be doing crappy brochures for clients we don’t like! We did jewel box was developed and we got lucky. We felt that 6-8 people was the right size for us.
Tags: coudal partners, rebecca caroe, SXSW