ai}*
I was asked this question recently. I could have unimaginatively
said Artificial Intelligence - but that’s simply a new form of
technology, and this has happened for centuries and occupiers
of the creative world have adapted to those changes depending
on their own creative aesthetic and dialogue. But what I do
believe is that creative direction has to begin with a thought - a
concept, an instinct and a passion to deliver something with
meaning which isn’t solely reliant on using the latest form of
technology. In having creative curiosity in the arts and the
world, both contemporary and historical in all its forms to inspire
or to help develop an idea, there is the possibility that one will
deliver something original - or at least begin to find and develop
ones own creative aesthetic through having *artistic integrity.