What is creativity for David Lineton?
Creativity is the ability to express a vision in a stylistic, conceptual and enticing way. Style being a method in which my perspective is explored. Conceptualisation the dance between source and the tools and techniques I use. Finally, to entice refers to my inherent want to deliver beautiful images. A way to push the ordinary into a commercial realm in which people identify with a message and engage in the subject photographed. Great creativity is not necessarily obvious, it’s the perfect harmony between theory and practice.Creative innovation is made easy work when a brand’s identity is so rooted in style and sophistication. From there, we can focus on the storytelling that frames the desirability of the products.
What I think of as creativity, might be something totally different to someone else. Creativity is highly personal. It gives me a deep sense of satisfaction. For me, creativity is an approach that is novel, perhaps surprising and fun. Yes, don’t forget about fun. Make sure you experiment – being experimental and playful is a big part of being creative. And as Maya Angelou said – “You can’t use up creativity. The more you use, the more you have.”