Creative Design
Concept Design – WANG, Teng-Yu (Fish)
The words “Creative Center” conjures up imagery of “creative” people hard at work coming up with answers to any question you might have. In reality, that’s what happens. When G!VOICE asks tough questions about creativity, Fish, a concept designer with Creative Center, gives us answers that every creative worker should think carefully about.
G!VOICE: What does creativity mean to you?
Fish： Something that is surprising, unusual and makes people jump.
G!VOICE: Where does your creativity come from? How does it take shape?Fish： I tend to be take bigger leaps in my thinking. If I am stuck on something, I will keep putting different things together in my mind to see if anything interesting comes up. Once it does, I spend time figuring out exactly the logic or associations behind that idea. I am more of a “spark” type creative worker but after several years in my job, I’ve discovered that it’s the logic and associations behind the creative ideas that you need to really pay attention to.
G!VOICE： What is the hardest part about generating creative ideas?
Fish： In the Creative Center, the biggest challenge for me is to come up with new ideas that can be developed into organized and systemic content. It’s as if you are turning an idea into a complete range of selections instead of just one particular piece of content.
G!VOICE： How do you encourage creativity in your team? Is there a particular process?
Fish： I wouldn’t go as far as calling it guidance but I try to avoid “shooting down” other people’s ideas while the team is in the concept stage. Instead, I use a “Step Ladder” approach to make the idea better. For example, someone says: “Let’s make a school-themed animation!” The theme sounds boring at first, but if someone then says: “How about an elementary school that is like hell on earth?” then the idea becomes more interesting. Sometimes, someone on the team proposes something good that doesn’t fit in with the current discussion. We would record that idea and keep it in mind so it can be put to good use when the opportunity offers itself.
G!VOICE： How do you identify good ideas?
Fish： I don’t know about other people but for me, it’s “My Excitement Index”. (Laugh) Does this idea stand by itself? Do I find it interesting? If even you think it’s boring then the follow-up will undoubtedly be boring too. Even if you manage to finish, it probably won’t draw other people in. So, being interesting is very important. As long as the idea doesn’t deviate too far away from the main theme and everyone (on the team) thinks it’s interesting we will try to develop it further. As for whether it will sell… heh… it’s up to the higher-ups to decide.
G!VOICE：Can you provide a few ways or tools that you or your team use to generate creative ideas?
Fish： Sometimes we host a workshop or brainstorming session where everyone writes their ideas on the wall for discussion and to make some sparks. As for yourself, read as much as possible. Read anything including comics, books, websites and illustrations as long as it’s interesting and meaningful.
G!VOICE： Please provide an example of your creativity.
Fish： Haha… Well, I mentioned it in passing just then: What a Hell! It’s actually a personal prejudice of me because I hated going to school as a kid. So, what if someone hated school like me but suffers a traffic accident on the way to school one day. Just when he thought that he was free of school forever, he discovers that school is waiting in hell as well. The Creative Center has many ways of inspiring and sharing creative ideas. “Hello City” is a small exhibition they set up themselves.Fish uses character sketches to give ideas a more tangible form.
Fish’s desk is always piled high with books that serve as the database for his creative process.