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Creating Creative Independence

by Gina Angie on 08/13/2012 | 3 Minute Read

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Love it or hate it, it’s not going away. Crowdsourcing, community and co-creative initiatives are coming thick and fast – and as quickly as they are being adopted they are being criticized with Kickstarter (for one) being labeled a reality show rather than a crowdfunding platform. It’s a hot and contentious topic but the level of activity and initiatives points to the growing consumer need to interact with brands and be part of their creation and development. 

And right on the money as always ‘radical openness’ was the theme of last month’s Ted Global conference. One of the best-received talks was by Massimo Banzi - creator of Arduino – talking about the whole concept of open-source creation. Arduino make affordable open-source microcontrollers for interactive projects that has inspired thousands of people around the world to make the coolest things they can imagine  - from toys to satellite gear. Massimo nailed what this means for the future by stating "You don't need anyone's permission to make something great." 

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A sentiment picked up by another speaker who talked about the role of IP today that - by its very definition - flies in the face of free ideas or co creation. He said that Apple and Samsung represented the old dying ways of thinking in a new age where ideas can be shared for free to help make the world a better place.

It’s happening. Visual.ly Redesign is a free site that lets you upload or build your own sexy-looking infographics while helping you connect with like-minded data enthusiasts and potential clients. Although there is cost attached to UK based Public Scroll: an online space of digital ideas for brands’ perusal and purchase. Is it just a matter of days before a site sharing ideas for brand design and packaging appears? 

I don’t think we need to feel threatened. We just need to embrace what is happening and carve a role for ourselves in how this develops. It’s not about us worrying that we might lose creative control but more about us using our expertise to help facilitate a new world that plays to creative independence that benefits – and satisfies - all. 

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And we have started to address this with a recent project to design a promotional poster for the film SHUT UPAND PLAY THE HITS that documents the final days of LCD Soundsystem. Displayed in select film and music locations across Lower Manhattan in NYC, the black and white posters have an open section to encourage graffiti, art, and comments as a final way for fans to interact with the band. It’s been about interacting with an audience, generating creative content, exciting people, intriguing them, and making them curious, all things a movie poster generally doesn't do. And it’s been great to see just how people are working with the posters

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This is a small start with a project that naturally lends itself to this approach. In terms of the bigger picture, I don’t by any means have all the answers – yet - but just wanted (in the spirit of togetherness and openness) to share my initial thoughts as we take on this latest creative challenge.

Jonathan Ford

Creative Partner, Pearlfisher

Jonathan is a designer and co-founder of Pearlfisher, the leading American and UK design agency, with one of the best track records for design and commercial effectiveness for brands.

@Jforddesigns