The younger generation is more sensitive than ever as they are highly alert to advertising and aware of media influence. As such, creativity is gradually becoming an important and non-skippable element in every promotional campaign.
So, let’s remind ourselves of what creativity is?
Creativity is the ability to bring about new ideas, concepts, and solutions that are original, imaginative, and valuable by breaking the mold and gathering relevant or irrelevant things to produce a unique perspective, distinctive works, etc. This thinking beyond conventional boundaries of things can be applied in our slice-of-life, and in various contexts, such as science, art, business, etc. Given this, do you believe creativity also plays a role in the Production industry?
While creativity in agencies sparks initial ideas, creative elements also emerge throughout each stage of the production process, from pre-production planning through on-set shoots and post-production finishing.
There are several aspects that demonstrate why creativity is also crucial to the production process.
1. Script Breakdown: Bringing the Vision to Life
Once the script lands in the hands of the Production team, the real challenge begins. How do you take words on a page and turn them into a visually engaging story? It’s all about creative script breakdown. The Director and crew analyze every scene, every word, and think about how to transform it into a visual that grabs attention. With decisions about blocking, camera movement, and even how to adapt to unexpected events like unpredictable weather or lighting, creativity turns obstacles into opportunities for something better.
Project: OMO, Production House: 18 Studios
2. Set Design: The Art of Storytelling Through Visual Details
Every shot in a commercial has a purpose. It’s not just about looking good – it’s about telling a story visually. From the Director, DOP (Director of Photography), and Art Director to the Production Designer, Stylist, Makeup Artist, and Casting Manager, the team works together to create scenes that don’t just look amazing but also connect emotionally with the audience. Lighting, color, wardrobe, makeup – every detail is chosen with a purpose, drawing the viewer into the narrative without saying a word. This is where creativity meets the expertise to create visual magic.
Project: Vinamilk, Production House: 18 Studios
3. Embracing the Art of Filming Techniques
Want your commercial to stand out? It’s all in the filming techniques, which are normally suggested by the Director or DOP. Slow motion, drone shots, time-lapse – these aren’t just flashy tricks, actually they’re tools that enhance the storytelling. Thereby, a great production crew will know when and how to use these techniques to enhance the message, ensuring that the audience not only sees the commercial but remembers it long after it’s over. This is what turns a regular commercial into something unforgettable.
Project: Café Méo, Production House: Ginger Shots
4. Creativity through Cast and Collaboration
Directors and production teams, in many cases, exercise creativity in guiding actors and crafting an ideal environment for top-level performances. By thoughtfully coordinating with on-screen talent, directors aim to elicit precisely the emotions and messaging needed to faithfully convey the story’s themes. The creative cooperation between directors, actors, and the crew ultimately helps ensure the final video resonates powerfully with audiences through intentionally pitched performances. Creativity in coordination is thus paramount to success across the production process.
Project: Durex, Production House: ECHO Films
5. Creativity in Mixing Sound and Music Elements
While sound and music elements are typically finalized during post-production, creativity also comes into play earlier in the process. During filming, preliminary coordination of audio requires invention, particularly for scenes demanding synchronization between visuals and sound.
For example, recording authentic ambient noises and environmental atmospherics likewise demands creative solutions to seamlessly integrate those assets later. Even scoring music to picture preliminarily requires creativity to establish a natural flow and emotional tonality.
Though sound and music components often see their most intensive work in post, thoughtful orchestration on set lays vital groundwork through imaginative coordination carried out amidst the fast pace and fluid nature of production.
6. Creativity in Production Planning
A successful Production House must be able to adapt to unexpected challenges that inevitably arise on set. Issues with weather, equipment availability, time constraints, and budget limitations are just some of the hurdles faced. How a Production Company deals with these obstacles and improvises innovative solutions reflects its creativity. Being able to think quickly and think outside the box is crucial for ensuring quality final results are delivered.
The ability to think on one’s feet and tap into fresh perspectives demonstrates the core value of any Production House. It is this resourcefulness under pressure that separates top performers from the average. Each company puts its distinctive creative spin on problem-solving, shaped by experiences navigating limitations. Their unique style is defined by the inspired workarounds developed to keep productions rolling despite disruptions.
Creativity in planning and execution is what empowers a Production House to consistently overcome challenges and achieve success, no matter the on-set obstacles that arise. This adaptability under fire is key to their craft.
Project: Lavie, Production House: MAY Production
In summary, creativity in the production process extends beyond merely executing a predetermined plan. It also involves strategically optimizing, adjusting, and even transforming the production approach as needed to realize the best possible outcomes. Through creative problem-solving, and flexibility, and adaptation across pre-production, production, and post-production phases, the final work can be made more polished, impactful, and memorable relative to the foundational concepts set forth originally by the agency and client. Creativity therefore empowers Production Houses to continually refine and elevate a project until its highest iteration is achieved, notwithstanding any obstacles encountered along the way.
Content by Kieu Quoc Viet
Edited by Pan