Creative Production

As creative producers, our job is to be creative and also to produce the creative. We come up with ideas, and then we work out how to make them happen, managing the production process to deliver creative work.

In our practice, 'creative' can be both a noun and a verb. As a verb, 'creative' typically refers to the action of generating new ideas. When used as a noun phrase, 'the creative' refers to the output of a specific creative domain.

The production process begins with an idea and ends when that idea has been brought to life. This typically involves stages such as ideation, conceptualisation, planning, delivery, and refinement. However, throughout this journey, there are numerous obstacles, potential distractions, and paths that ideas navigate as they pass from one creative practitioner to the next, each with their interpretation, aesthetic, and methods. Creative production is the craft of bringing ideas to life by developing processes, frameworks, and methods that maintain the integrity of the idea and nurture it through the creative journey, resulting in cohesive work that communicates the intended concept.

Once they are out in the world, it is difficult to predict how ideas will be understood, interpreted, and experienced by their audience. Each individual's interpretation is filtered through their experience, which can include unique sensory perceptions, emotions, cultural backgrounds, and cognitive processes. These perspectives influence how individuals perceive and process ideas, resulting in a range of potential experiences and interpretations of the same concept.

Our role is to act as the guardians of ideas throughout the creative production process. By protecting the idea's integrity through strategic planning and delivery, we can produce work that effectively resonates with individuals to communicate the intended concept, narrative, and experience.

Shea