Abstract

The intend of this research is to design a product or workflow to keep an innovational creative approach in low-end corporate film productions. For this the following research question has been designed: “How to construct and apply creative film making techniques in corporate, low-end and non-fiction productions.”. The corporate, low-end and non-fiction productions are a more descriptive term for the 1Camera ‘lite’ productions, which are also the testing field of this research.

To answer this research question two different directions are explored. At first in-depth knowledge about fundamental visual techniques and non-fiction storytelling essentials are gathered to better understand how to construct the moving image and what factors influence the creative aspect of film. This led to an index of visual and narrative techniques to consider when altering a concept to a more creative adaptation.

Secondly, a tool for the application of discovered techniques through creative concept creation was designed. The earlier found list of techniques has been dissected and translated from literate material to a playful game of cards. This card game could be used to craft creative concepts for film productions through randomized matchmaking between bite-sized cinema- and story components.

An observational test and follow-up interview were conducted to verify the game of cards method, now named ‘Get2‘, in regard of construct and application of creativity in film productions.

Tests concluded that the construction of film productions through the Get2 game of cards could be improved. The storytelling knowledge between the participants differentiated more than expected, and by minimising the visual style components a stronger, more minimal and applicable concept could be constructed. However, a non-digital, gamified experience did benefit the application of creative thinking.  Tests also concluded that the designed product could prosper on a broader market.

Further research to the test outcomes led to the recognition of two underlying pain points. The larger than expected differences in knowledge per specialised field being the first pain point, and the expected method if interaction being too limited the second. Both pain points were then viewed through a digital spectacle, leading to distributional and digital solutions. One of the digital solutions focused on the creation of an interactive platform. A prototype of this solution based on the current 1Camera ‘films’ page of the intranet was later developed.

To conclude, two recommendations were written according to the findings of this research. To introduce a gamified workflow which stimulates the application of creativity is a more than interesting opportunity for 1Camera. The Get2 card game product could be a tool to help satisfy these means. The second recommendation is to work more with the archival material of 1Camera productions, as there are many learning and profiling elements to dig from this valuable data, which are as of currently not used to their full potential.