The document discusses different definitions of creativity from various sources and asks the student to reflect on whether their AS and A2 projects demonstrated creativity based on these definitions. The student explains that their AS and A2 projects counted as creativity according to Gauntlett's definition, which focuses on producing work that communicates or expresses messages to an audience. For their A2 music video specifically, they aimed to express wealth through props and jewelry choices. The student also believes their work demonstrated creativity based on Robert's definition, which emphasizes clear purpose, originality, and independent/imaginative work processes. They planned and produced their projects independently. While set briefs provided some constraints like time limits, the student had

1. Creativity
By Nicole Green

2. “The making of the new Bentley: I have created a brand
and the rearranging of new film opening by looking at
the old” (Bentley, 1997).
the generic conventions of the
Does the work you produced for
horror genre and then
your AS and A2 projects count as transferring my knowledge of
creativity? Why/Why not? what I know about what
typically occurs in that genre
into my film opening and used
digital technologies such as
iMovie to add effects and
reinforce some genre
conventions but still rearranging
the genre, such as adding
background music to build
tension however making sure it
is not a same piece of music
often found in films such as Jaws
theme music.

3. The creation of bringing
something new into existence
Gauntlett: In both my AS and
“…this particular understanding
of creativity involves the physical
A2 I produced two projects
making of something, leading to and included key features such
some form of
communication, expression or as ideologies and narrative to
revelation”. (David Gauntlett
2003) express certain messages to
According to Gauntlett’s definition the audience as a form of
of creativity does the work you
produced for your AS and A2 communicating to the
projects count as creativity? Why/
Why Not? audience. In my A2 music
video project for example I
aimed to express wealth
through props and choice of
jewellery (gold chain and
Mercedes) which is a typical
value when comes to the R&B
genre.

4. Creativity involves thinking or
behaving imaginatively. Roberts: My purpose was
The imaginative activity is clear in both AS and A2 I had
purposeful – set against or defined
by a meaningful objective. to create a 2 minute film
The processes must generate
opening and music video in
something original. the second year. My
Paul Roberts (2006)
mannerisms throughout the
According to Robert’s definition of
two years were
creativity does the work you independently and
produced for your AS and A2
projects count as creativity? imaginatively and my work
Why/ Why not? was original and
planned/produced by me.
Therefore I believe that my
work counts as creativity.

5. Creativity and the Set Brief
My choice of how I wanted to do
my project in AS was relatively
broad. I was given the ability to
have a choice on which genre I
Did your set briefs allow wanted my film opening to be. I
you to be creative? If so had the choice of how I wanted to
how? produce this in terms of shots and
choice of characters/settings etc.
Did the set briefs limit or There was however a time
constrain your creativity? restriction of the length of this
If not, why not? opening which was two minutes
and so I had to keep in mind my
limit of filming. This put a strain on
• You could talk about creativity as there was less time
media language – how available to include action and so
did you use generic the two minutes needed to be ‘to
conventions/microeleme the point’. Also prior to making my
nts to be creative? film opening, my preliminary task
had to consist of the 180
• Did you expand rule, match on action and shot-
upon, or consciously reverse-shot.
reject generic
conventions?

6. “If creativity is not inherent in
human mental powers and
is, in fact, social and
Creativity and
situational, then technological Technology.
developments may well be
linked to advances in the The use of technology for my AS
creativity of individual users”
(Banaji, Burn and
and A2 projects has been rather
Buckingham, 2006). important as without it I would
How far do you think this was have no other means of
true in your coursework? presenting my work visually and
so others would be unable to see
my creativity, therefore this
statement is true as the
technology was needed in my AS
and A2 projects to advance my
creativity.

7. How I have been creative
In the boxes below bullet point how you have been creative.
AS A2
• Thinking of costume props and • Designing the layout and
location for the filming of my film appearance of my Wix website.
opening. • Thinking of costume props and
• Brainstorming ideas throughout location for the filming of my
my coursework music video.
• Editing my recorded footage to • Making several presentations to
how I favoured it to be. express my ideas and show my
• Choosing to do all my work knowledge of particular subjects
independently and so my work • Designing a storyboard and
was based on my own thoughts applying my plans to my music
feelings and opinions therefore I video
believe that counts as creativity. • Using forms of digital technology
• Using forms of digital technology