Session at PromaxBDA Europe 2016 by SUPERCREATIVE

1. Thanks to Bill Watterson
Commanding
Creativity
Søren C. Andersen
Caitlin Madden
Creative Consultants
SUPERCREATIVE

2. THEORY
• The Creative Process
• Association, Combination, Fragment
Commanding Creativity
PremixBDA March 2016

3. THEORY
• The Creative Process
• Association, Combination, Fragment
PRACTICE
• Techniques and Exercises,
• Adapting to Real Life
Commanding Creativity
PremixBDA March 2016

4. THEORY
• The Creative Process
• Association, Combination, Fragment
PRACTICE
• Techniques and Exercises
• Adapting to Real Life
TAKEAWAY
• Rules and Tools
Commanding Creativity
PremixBDA March 2016

5. Gilles Deleuze
Jamais les choses ne se
passent là où on croit, ni
par les chemins qu’on
croit.
Things never pass where
you think, nor along the
paths you think.
Gilles Deleuze
(1925-95)

6. The Creative Process:
BRIEF OUTLINE

8. BRIEF
OUTLINE

9. BRIEF
Diverge
Maximize
number of
ideas
Select and
refine
Converge
OUTLINE

10. Brief
Lots of ideas
Maximise

11. “The best way to
have a good idea is to
have a lot of ideas”
Linus Pauling
Quantum Chemist
Double Nobel Laureate
Peace Activist
(1901-1994)

13. ASSOCIATION

14. ASSOCIATION
“An idea is a feat of
association - and
the height of it is a
good metaphor”
Robert Frost
(1903-73)

18. ASSOCIATION
COMBINATION

19. “Creativity is the
power to connect
the seemingly
unconnected”
William Plomer
(1903-73)
South African Poet,
Novelist, Racial equality
campagner and Librettist
COMBINATION
South African Poet, Novelist, Racial equality
campagner and Librettist
Thanks to BBC

21. ASSOCIATION
FRAGMENT
COMBINATION

22. FRAGMENT

23. FRAGMENT
You fall in love with
the first idea, that
tiny little piece. And
once you’ve got it the
rest will come in time.
Isabella Rosellinis lips.Still from David Lynch „Blue Velvet”
David Lynch „Catching the big fish”

24. Still from David Lynch „Blue Velvet”

25. Warm-up

26. • 1-2-3

27. • 1-2-3
• 1-CLAP-3

28. • 1-2-3
• 1-CLAP-3
• 1-CLAP-STOMP

29. What happened?
• HIGH ENERGY
• BODY & MIND
• LAUGH
• CONNECT

30. What can YOU do?
• SEARCH FOR SHORT FUN GAMES
• CREATE A TOOLBOX
• TRY OUT NEW ONES OFTEN

32. Silent Association

33. • PICK STARTING WORD
• ADD ASSOCIATING WORDS
• TAKE TURNS
• NO TALKING

34. • WORK FAST
• TIME LIMIT
• CREATE A LONG CHAIN
• START WITH “BEACH”

35. What happened?
•LIMITATION AS BOOST
•MOVED AWAY FROM STARTING POINT
•TOOL FOR CREATING MORE IDEAS

36. What can YOU do:
• DIFFERENT STARTING POINT
• GROUPS, PAIRS or ALONE
• CHANGE TOOLS
• USE SPEECH, SOUNDS, DRAWINGS…

38. BRAINSTORMING RULES
• EXAGGERATE
• SUSPEND JUDGEMENT
• IMPROVE AND COMBINE

39. Group Combination

40. Creative Problem…

41. CONCEPTS for a
RESTAURANT
on the NORTH POLE

43. BEACH

44. • COMBINE POSTCARDS WITH WORDS
• CHANGE CARDS AND WORDS
• WRITE DOWN ALL IDEAS

45. • LEADER
COLLECTS ALL WORDS AND PICTURES
DECIDES WHEN TO CHANGE
• SECRETARY
WRITES DOWN IDEAS
• EVERYBODY
GETS IDEAS - COMBINE AND IMPROVE
• GROUPS OF 4-6 PEOPLE

46. REMEMBER
• SUSPEND JUDGEMENT
• IMPROVE AND COMBINE
• EXAGGERATE

47. CONCEPTS for a
RESTAURANT
on the NORTH POLE

48. What happened?
• GENERATED A “MIXED BAG”
• STARTING POINT FOR IDEA
DEVELOPMENT

49. What can YOU do?
• MORE TIME
• DIFFERENT SOURCES OF INSPIRATION
• OTHER GROUP METHODS

50. BRIEF
DivergeGENERATION
DEVELOPMENT Converge
OUTLINE
IDEAS

51. • USE DIFFERENT METHODS
• SET UP A STRUCTURE - STICK TO IT!
• EXAGGARATE
• MAKE LOTS OF IDEAS
• NO JUDGEMENT
• HAVE FUN !

52. Big Self-Portrait,
1967-1968
Acrylic on canvas,
273 cm x 212.1 cm.
Inspiration is
for amateurs.
The rest of us
just show up
and get to work
Chuck Close