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What is the relationship between structure and creativity?


Our clients expect us to be creative, sometimes with all of it’s stereotypes. So, when their project is complete, why do many of those same clients express their surprise at just how organized and structured the process was? What does structure have to do with creativity?


How Creatives Create

Sometimes we think of creatives as care-free, unconventional beings who do not fit societal norms. But there is something that all creatives have to use in order to create.

For example, Michelangelo didn’t carve David out of thin air.

And, Picasso didn’t paint with his mind.


And, Philip Glass didn’t compose with nothing.


What is that “something” that they used? All of their creative expressions were confined to a medium, a framework or a structure. Whether it was:

  • marble and mallets

  • pigment and pallets

  • pianos and piccolos

Each of these great artists used their own medium, framework and structure as an expression of their creativity.

The Secret: The Relationship Between Structure and Creativity

Over the years, I’ve learned something very interesting.

Structure affords creativity.

In fact, as a business, that’s one of our distinctives. We are creatives but we don’t see structure as an evil to overcome.

We see structure as a means to be more creative.

Let me give you an example. Right now our server is hosting about 300,000 assets. If that server had no structure we would never be able to find anything. Which means, we would waste our finite energies being frustrated because we couldn’t find that 1 file in 300,000 that was needed.

The Truth: creativity can only be creative when it has structure or form.

  1. People

  2. Product

  3. Process

In other words — great people, with a strong product, who follow a clear process, create the fourth P – Profit.

One of the best ways in which we can be creative is to follow those processes, or structure, that allows us to focus our energies and frees us to be creative.

Are We Creative or Structured?

We’re NOT either/or. We’re both/and. We are creative because we’re structured.

What Do You Think?

Do you agree that structure empowers greater creativity? Let me know what you think. Leave a comment below or send an email to info@zappl.in



 
 
 

What is the best way to tell a story?



You want to make a video to tell the story of your business. But the people who should be in your video, your team, the ones who are passionate about your business, are not actors. They don’t have time to memorize a script and wouldn’t be comfortable staring into a teleprompter. We totally get that. That’s why I want to share the best way to tell a story, using your people, but without all the nerves, last-minute preparation, and fuss.


4 Ways to Tell Your Story


There are basically 4 ways to voice your video. You can use:


  1. on-camera actor

  2. off-camera narrator

  3. on-screen text

  4. your team on-camera


The challenge with using your team on-camera is that they are not actors so they don’t have the experience needed to be comfortable staring into the lens of a camera. And it’s that feeling of discomfort that can show up in your video.

The challenge with using your team on-camera is that they are not actors.

But what your team DOES have is expertise, passion, and authenticity. Your people know your subject matter inside out and upside down. They know your audience and they live your story everyday. No, they may not be comfortable staring into the lens of a camera, but they are comfortable having a conversation. That’s why an off-camera interview can be your perfect solution.

An Off-Camera Interview

An off-camera interview is a conversation between the interviewee and the interviewer. This means that the interviewer is unseen and unheard by your audience. One of the biggest advantages of this approach is that it allows your audience be a third-party observer while your team members have a comfortable conversation with the interviewer.



An off-camera interview is a conversation between the interviewee and the interviewer where the interviewer is unseen and unheard by your audience.

Off-camera interviews are often used in documentary film making because they are so conversational and natural. In fact, filming your team members in an off-camera interview let’s them tell their story, in their voice. That means they DO NOT HAVE TO:

  • memorize a script

  • stare into a camera lens

  • pretend to be an actor

3 Reasons To Use An Off-Camera Interview

There are 3 reasons using your team members in an off-camera interview can be a great way to tell your story.

  • Genuine – they share what they know, their personal experience

  • Easy – they don’t have to memorize a script

  • Natural – they share in a relaxed environment


An off-camera interview is a comfortable, authentic way to share your story. All while allowing the knowledge and passion of your people to shine through. And that’s important because it’s that authenticity that your audience identifies with and will respond to.


That’s why you should consider an off-camera interview to tell your story.

Questions?

If you have questions about the best way to use your team on your video, I’d love to hear from you. Just leave a comment below send me an email to info@zappl.in and ask away.




 
 
 

What does crossing the line mean in film?



It’s a rule that has been used on every film since the beginning of time – at least the beginning of cinematic time. Without it, films would be confusing, disorienting, and just plain hard to watch. What is it? This rule is called “Crossing the Line”. Contrary to what you’re thinking, it doesn’t have anything to do with your teenage son pushing the boundaries.


Screen Direction

Film and video is all about telling a story. For your audience, that story is always seen through the eye of the camera. That’s why camera placement has certain rules.


One of those rules has to do with screen direction. Let me give you an example.


In this establishing shot, our actor is moving across the screen from right to left. So when we cut to different angles of that same action, as long as that screen direction is consistent, it all makes sense.


But the moment the screen direction changes and we abruptly see our actor from left to right, the scene becomes confusing.


The moment the screen direction changes the scene becomes confusing.

That happens when the camera breaks a rule and Crosses the Line.


What is Crossing the Line?


In every scene there is an imaginary line that runs through the scene. In this case, the line is here.

As long as the camera stays on one side of that line, the screen direction is always consistent. But when the camera jumps to the other side of the line, causing the screen direction to change, we say the camera has Crossed the Line.


“Crossing the Line” means filming successive shots from the opposite sides of the line.

“Cross the line by putting the camera in the wrong place, and all hell breaks loose; it’s like driving your car down the highway on the wrong side.”


more questions than answers, let me know by leaving a comment below or sending me an email to info@zappl.in




 
 
 
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