By Vikas Pillai | Head of Creative

Does the creative process differ significantly for digital media or is it simply projected to be different?

I mean a writer and an art director continue to piece their idea together as a concept comprising words and visuals. After all, a print idea almost always evolves to become a film idea. Just the way it can evolve into an idea for the social/digital media. Then why this hullabaloo about the prefix ‘digital’ before every position that opens for creative talent. Agreed there will be specialized technical skills one would have to imbibe and learn to exploit the digital medium to its fullest while understanding the shortcomings and limitations of the medium. Then again how different is that from the past when a writer or art director came up with brilliant video concepts without having to be an expert in film production.

The Digital era is here to stay. But as in the past, it is the creative content creation process, which will drive it to greater heights of success. It would only be prudent to avoid digitizing the creative process and instead use creative talent to explore, innovate and discover the untapped possibilities of digital media through the classic ideation route.