Digital Creative
Creativity in the digital arena is a hotly debated issue.
There has been a long period where the volume and pressure of work has led to the creation of many websites etc that have been designed safely – i.e. to get them out the door to protect the margin on the job. Not necessarily to push back the boundaries of what is possible.
This is changing to some extent, but the day to day pressures remain. The question is the same as it has always been – “what are you trying to achieve with the website?” If the answer is well thought through, then with the right resource, the type of creative approach will present itself.
Digital creative's do not receive the recognition of their more glamorous above-the-line cousins, principally because of the way their work is viewed. The distinction however, between digital and traditional creatives is blurring, and so it should.
Hold your breath for the “Hamlet Advert” of the digital world…