The Value of Creativity to Society

Firstly and sorry if you you think this is cheating but I'm afraid its the question's fault, I shall re-phrase this topic into the "the value of creativity to British Society". I'm pretty sure that's what the question meant in the first place anyway and let's face it in many parts of the world "creativity" is the last thing on anyone's mind. Anyway the short answer to this question would be; yes, Great Britain was built by creatives and we value creativity like no other nation. Today Britain is perceived as a source of edgy and fresh art and design thanks to it's constant cross pollination of ideas from all around the globe which today I believe is mostly down to immigration. Anyway enough about what I think there some far better informed people around....

Will Turner is a former BSkyB executive who now run a Covent Garden-based media hub known as the Hospital Club. He says that "There's no question that as a country we are good at making stuff" and that "we have a problem in that if we don't capitalize on that quickly, we will begin to lose talent abroad or be eclipsed by other countries". He then goes on to declare that "just under eight percent of our GDP is driven by the creative industries" and that "the creative industries look like a potent and exciting resource to help drive us out of recession" what with the failure of the financial sector.

If we are to look at creativity in a slightly broader sense then we see that it is of even more benefit to britain. In a letter to The Observer recently which was signed by the directors of various major arts institutions and a number of university vice-chancellors, there were claims that funding cuts and a decision to focus on the sciences have left subjects like philosophy, literature and art facing worrying prospects. The letter declares that "arts and humanities enrich the country's quality of life and help people to look at the world from different perspectives" and that "people's complexity comes from their language, identities, histories, faiths and cultures".

Copyright

So for one of our assignments we had to copyright a piece of our work. I was slightly confused as to how to go about that but then I found that by uploading one's work to deviant art one could add a copyright license that way.

Prick Images

I first came across Prick Images when they won a competition to have their visuals used on a weekly video podcast called "Pete Tong's Fast Tracks". This podcast was really nothing to do with motion graphics it was merely a weekly report on the world of dance music. However there was a section where the presenter (Pete Tong) would introduce an "upfront tune". This was a very very new tune on the scene that was so new it didn't have a music video and thus each week Pete Tong would ask any budding motion graphic artist to send in their work. Prick Images Obliged, won and then went from strength to strength being commissioned to create visuals for clubs such as Space Ibiza, Trailer Trash and even the 2007 Erasure world tour.

Prick image's work consists of mostly creating video art for nightclubs and D.Js however regularly Prick is asked to perform live V.J sets to accompany D.J performances.

www.myspace.com/prickimage

Rss Feeds

I have only been familiar with R.S.S feeds really for a few months now. What with the short amount of time that I've been familiar with them, combined with the fact that I pay little attention to them due to them clogging up my inbox means that most of my experience of them merely consists mass deleting. However every now and again I've kept one of the feed updates or two. This has only been on the rare occasions that I have found myself looking at the subject matter and been either somewhat intrigued or-and this is more often the case-seen that the message might be something important like a message from my tutor. Other than than that the feeds are a right pain in the arse as I can safely say that what with all the easily obtainable information flying around these days the last think I need is info that I don't even want obtain clogging up my inbox.

May I just say that I was asked to make this pointless post as part of my course so apologies for the boring rant.

Avatar Film Revue; Big Bad and Bright Blue Blockbuster (Beige Script)

Yes we are all perfectly aware of the records this film has and are set to smash. Yes, we all know that this is the definitive all singing all dancing feast for the eyes that will make cinema's "ooh" & "ahh" left right centre. And yes we all know that everyone will see this no matter what I say because, lets face it, watching this film in 3-D will be something to tell the grandchildren. Yes we all know these things. What we don't know however is anything about the (nicely surprisingly) mediocre script, not too cliched political allegory and the beautiful (and for me slightly shameful) moment where I nearly shod a tear! Well I guess that's what this revue's all about then.

The film focuses around Jake Sully a paraplegic marine who jumps at the chance to help the army look for a rather expensive mineral on the deathtrap of a planet known as "Pandora". This is all made possible for him and the marines thanks to a crafty bit of science whereby large blue creatures known as Avatars are grown so that their bodies can be inhabited by a corresponding soldier remotely controlling it. From the moment he sets foot on the planet one is not surprisingly hit with every kind jaw dropping sight a science fiction/fantasy/action film could possibly offer. We have brightly coloured aliens, threatening hybrid helicopter/planes, big guns, big robots, floating in mid air islands and even a typical grizzly veteran to oversee it all. This film ticks all the boxes. However if that isn't enough the film then goes and ticks a few more boxes just for good measure!

Before I saw it someone told me that in effect this film was just a fancy Pocahontas. So you can imagine my expectations of the script. Yeah o.k it's not exactly the greatest bunch of words on screen but it's also a few other things; it's not too corny, it's not too predictable and it's not too dumbed down for children or the masses. Put simply, it does the job. What really jumped out at me from nowhere though was its rather poignant and epic story. There I was expecting nothing but the height of eye candy, not really caring what happened when all of a sudden I felt a strange sense of empathy for these lovely blue creatures! Then one wakes up to the allegory that is at work here; a combination of man's exploiting of mother earth, conquering of far off lands, oppressing of its indigenous people and the Iraq war! Yes this film might actually make you hate your own people and enjoy it at the same time.

This film is good enough to watch with the sound off and especially with the 3-D glasses on. If you are the kind of person who wouldn't mind seeing lanky aliens strut their stuff or very large men in very large metal robot suits firing very large guns then really have no excuse to head on down to your local picture house. If you're not, then go anyway as I can safely say that there is something for everyone unless you're looking for clean fresh "in no way corny" dialogue.

BAF

The Bradford Animation Festival was a rather interesting experience despite being slightly irrelevant. Why? Because pretty much all of it was focused around the gaming industry, an industry that right now doesn't appeal to me. Paradoxically though, as a result of the Animation festival, I addressed my then nebulas thoughts on what games could be and I rethought my whole stance on the gaming industry and thus came up with a hypothetical reason as to why the gaming industry could appeal to me one day! Now seeing as these new thoughts are fully discussed in an earlier post entitled "I'm not a gamer anymore but I've only now realised now how genius they are" I won't digress. I will however go further into what prompted this epiphany and in doing so discuss what really stuck out for me at BAF.

The day kicked off with Amanita Design talking about Machinarium their latest creation. This point and click adventure had already picked up an award for best visual art at this years independent game festival. Upon hearing this my ears were already pricked! The game involves the guiding of a rather cute robot through a fantasy world of scrap metal mountains and weirdly quaint industrial landscapes. The game is in effect a rather endearing interactive cartoon. What really caught my attention though was the soundtrack. It was composed by the Czech musician Floex, who used a variety of different sounds and effects to create a highly atmospheric patchwork of sounds. The attention to detail with the soundtrack and the careful artistic approach taken with the design made me again consider my thoughts on what games could be; a work of enlightening and uplifting art rather than another mindless addiction.

The other speaker that really stood out in my book was Ian Livingstone O.B.E. As the the co founder of Dungeons and Dragons, Games Workshop and key member of Eidos interactive (responsible for the landmark game, Tomb Raider) it is certainly safe to say that this man was probably one of the most experienced members of the gaming industry around. He communicated two very valid points to me. Firstly he catalyzed my undecided thoughts on how computer games could appeal people other than nerdy teens and antisocial adults. Simply by listening to such an interesting and educated speaker who was obviously very into his games one began to realize that all sorts of people could be gamers. Then when he came out with facts such as 25% of gamers are in fact girls and theories declaring that computer games were the only entertainment medium that almost by definition got more entertaining due to technology I again realized how games could easily be so much more than what they are now and more importantly so much more creative and artistic.

I'm not a gamer anymore but I've only now realised now how genius they are.

I've had an epiphany!

Computer games are objectively (potentially) the highest art form on earth.

Yes that is a bold statement. It's a lot to say that that any art form is "higher" or "better" than another as yes it's all down to opinion but bare with me....

Computer games have the potential to encompass EVERY single art form known to man in one great big interactive bubble.

Think about it

Art (in the game's design), Music, Narrative and of corse the beautiful and complicated art of software writing!

Add that to the original point of computer games, gameplay, and you have one great big ball of entertainment! No wonder computer games are now the highest earning media industry!

Games such as Max Payne and the Metal Gear series exemplify perfectly how much a story-line can have such a critical role in a game. And for years games like Final Fantasy have been proof that games can be entertaining for their visual qualities alone.

I think what it really comes down to is the fact that because one is in effect creating another world and playing virtual god, pretty much anything ever conceived by a human being ever can be put into the context of a computer game!

Wow. Who would have thought it? The addictive pastime of nerdy spotty teens is in fact potentially more sophisticated than anything made my Bach or Stanly Kubric.

Yeah just imagine! A fantasy first person shooter with a soundtrack composed by Bach, Animation and Design by Kubric and a story by say, I dunno Tolkien!

A Breakdown of Aardman Animations

Reception Desk;
Three people, check "who's in", where they are working, who they’re working for, receiving deliveries, parking and pass issues and all the while answering the door & the phones.


Storyboarding;

They are responsible for bringing the script to life though drawing out the key frames of the animation.


Model Making;
Making all the characters and props out of plasticine, plastic e.t.c


Designing;
The design department formulates all the visual concepts for all elements of the animation such as character development, landscaping and prop design.


CGI;

All computer generated images and special effects are created by this department.


Editing;
They store and process all past, present and future footage. They are also the knowledge base for and technical issues regarding formats for distribution.

Canteen;

This one is obvious, the team need to be fed!

T.V;

Here is where all concepts for T.V are thought up before they go to full production.

Commercials;

This is the department responsible for designing all forms of advertising, ranging from t.v commercials to billboards

Rights & Licensing;

All legal deals regarding using other people's creative input and licensing the Aardman name/creation to other industries (games, clothing e.t.c) are watched over by this department.

Digital;

The newest Aardman department which is responsible for all online activity for both Aardman and 3rd party clients.

Production Technology;

All creative hardware related issues are dealt with by this department. Everything from testing electrical equipment to finding enough tripods to go around.

Facilities;

This group is responsible for the entire building! Making sure that very physical fabric of the building doesn't fall apart.

I.T;

The I.T department makes sure that all hardware and software works correctly across all departments and online. As well as serving to maintain that, the I.T department works to formulate new ideas that can say improve efficiency or productivity.

Human Resources;

All questions and general help are answered/supplied by this body. They are there as a helping hand to all who need it.

Finance;

As you can tell from the name finance looks after all money related issues. This will consist of making sure that people are paid correctly, money is collected, accounts add up e.t.c

Adverts and Their Target Markets

Ad 1; found in Mixmag, advertising Fenchurch

This advert shows the Dubstep musician, Rusko holding a bunch of flowers in one hand while modeling Fenchurch clothes. The main line of text reads "from Rusko with love". This advert is aimed at fashion and music fans between the ages of 16-25. This is really the target audience of Dubstep. I also believe this advert is equally aimed at girls despite it advertising men's clothes as it presents girls with a desirable situation; Rusko looking good, presenting flowers.

Ad 2; found in Mixmag, advertising Wax:On

The colour scheme consists of dark colours and shows a vector graphic image of a cityscape with skyscrapers on one side and billboards in the foreground. This advert is aimed at pretty much anyone who enjoys their nightlife as it depicts what would be a very familiar scene of billboards with d.j's names on them and twinkling city lights. It is also aimed at people from urban areas as opposed to rural areas as a city scape is going to strike more of a sentimental chord with someone from a city than someone from the countryside.

Ad 3; found in Mixmag, advertising Ministry of Sound Saturday nights

The main text is just about legible and reads "get higher" in a variety of loud colours. On the right hand side are the main details. Around and withint the text there are familiar clubbing images such as hands in the air, a girl with a microphone and bare legs. This advert is most probably aimed at any form of thrill seeker, namely drug users who are of course into getting higher. The bright colours are designed to entice a younger crowd of between 18-25 as bright stimulating colours appeal more to the younger generation.

Industry Leaders Who Practice Globally

For my study in the creative industries, I've started by looking at two major industry leaders who practice globally.  

I'm going to kick off with an organization that many will be familiar with; Take-Two Interactive.

This organisation is the umbrella name for a number of software subsidiaries including; Rockstar Games, Rockstar North, Rockstar San Diego, Rockstar Vancouver, Rockstar Toronto, Rockstar Leeds, Rockstar Lincon, 2K Games and Global Star Software.  Take two is best known for its work under the Rockstar North subsidiary, producing such game titles as Grand Theft Auto 3, Grand Theft Auto Vice City, Grand Theft Auto San Andreas and Grand Theft Auto 4.

It has also made waves with games such as the Max Payne series and the Midnight Club series under the Rockstar Games subsidary.

www.rockstargames.com/games

Secondly I'd like to talk about an even bigger organisation; Electronic Arts (E.A)

Electronic Arts develops publishes and distributes interactive software for video game systems, wireless devices, personal computers and the internet.  Their influence is infinite with some of the biggest games titles of all time under their name (The Sims, Fifa, Medal of Honor) it is safe to say that they are the biggest name in modern gaming

The below video should give you an idea of their influence.