AIGA Houston Presents Jakob Trollbäck on Feb 12, 2009

Jakob Trollbäck - The Creative Force

Everybody is creative. It may sound flat and perhaps trite. If you are working in a "creative" field, you may even dislike the idea, feeling that it in some way diminishes your profession. Still, creativity is a necessary driving force for everybody. If people in general lacked creative thinking, their ideas would have to be extremely linear and obvious to work. Creativity in media has to respect and provide an opening for the creativity of the audience, or it will get bored and passive. The days when people imagined that financial benefit could come from a large mass of passive consumers are finally coming to an end, and only those who can energize its audience emotionally will prevail.

Showcasing award-winning work that uses a combination of thoughtfully choreographed graphics, type and live-action, Jakob Trollbäck will discuss how to play off the audience's creativity. Most groundbreaking communication dares to extend the creative process to involve the audience. However, to create an emotion in other people's minds, we should let them play a part in the story. Ultimately, it's all about the wonderful feeling of grasping a new and different idea, or maybe the rush when a punch line against all our expectations turns things upside down.

Note: video is provided with permission of, and is copyrighted work of Trollback+Company

Category:

Nonprofits & Activism

Tags:

• jakob trollback
• aiga
• aigahouston
• creativity
• design thinking
• creative thinking
• media design
• multimedia design
• afteraffects
• title graphics

[aigahouston]

At the event, Jakob mentioned that he works with a sound designer to help create these compelling soundtracks. It may not have a title, but it's good!

The entire presentation highlighted how important great sound is in motion graphics.

[katrandom]

found the song! it's called, "hounds of love" by the futureheads

[katrandom]

what a shame - I was hoping to get it off of itunes... But I completely agree - sound plays a huge part in design.

I love it!

[katrandom]

This is so awesome! Everytime I watch i see something new.

What's the song called?