What Media Creativity Is All About

In low- to medium-priced media organizations, the writer, director, and producer often are one and the same. But whether there is one, two, or a team, media creativity is the ability to use media to tell a story. It begins with the ability to create a script— to write the words that are spoken while sound effects, music, and visual images are received by the audience. It demands from the producer and director technical expertise in acting, filming, and editing. It requires visualizing what the entire project will achieve as individual segments are produced and then making it happen.

For on-location shooting, the writer and producer must visit the site not only before shooting but even before writing to learn whether filming there is practical, both for reasons of safety and to remain within the budget. Once reassured, they put their imagination to work. Immediately, they start seeing shots, hearing words, and visualizing action. Suggested scripts from the agency or the client are actually helpful at this stage. Far from hindering the writers, they tell them what the client wants and how they see themselves in relationship to that project. It focuses creativity within specified limitations, rather than letting it expend time, energy, and costs on efforts that are sure to be rejected.

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