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To Be Creative (2021)
"To be Creative" is my Final Major Project for MA Design for Art Direction, where I explored creativity in everyday life by observing examples of problem-solving. This project aims to contribute to the discourse on creativity by celebrating its diverse manifestations and challenging prevailing myths.
The multitude of definitions surrounding creativity and the predominant focus of research on highly creative individuals contribute to its enigmatic aura and often alienate those who perceive themselves as lacking in creativity. This emphasis, coupled with the idolization of the creative genius archetype and the equating of creativity solely with art, perpetuates the myth that creativity is a gift bestowed upon select individuals.
By focusing on non-artistic creativity in everyday life, this project seeks to add a piece to the discussion and present a metaphorical mirror to the viewer. It proposes that acknowledging and appreciating creativity in its various forms increases the possibility of new creativity emerging. Ultimately, it delivers a message to the audience: every individual possesses the potential for creativity, and every problem solved, regardless of scale, is a testament to the creative capacity inherent within us all.
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