SPEAKERS FROM different sectors discussed how they apply creativity in their respective fields during the Pulp Creativity Conference, a series of talks held by the Ateneo Collegiate Society of Advertising (Cosa) on January 30 and 31.
Cosa is an accredited organization under the Media and Creative Arts Cluster of the Council of Organizations of the Ateneo.
The talks on the first day were held at the Ricardo and Dr. Rosita Leong Hall Auditorium while those on the second day were held at Berchmans and Kostka Halls.
According to Pulp Project Head Luigi Unlay, the conference was aimed “to show creativity in the most unconventional of places.”
Unlay also mentioned that Pulp was geared to show Ateneans that creativity is not limited to a select few and that they can apply creativity in their own fields.
“Creativity is for everyone. It’s just up to us to squeeze to find that creative pulp,” he said.
The speakers for the first day were University President Jose Ramon Villarin, SJ, Enderun Colleges Culinary Head See Cheong Yan, Metropolitan Manila Development Authority (MMDA) Chairman Francis Tolentino, TV5 Vice President for Production Finance and Special Projects Sienna Olaso and former Gilas Pilipinas Head Coach Chot Reyes.
For the second day, the speakers were divided by specialization, namely, marketing, art, communication and start-up business.
The marketing speakers included Cold Stone Creamery representative Ralph Ilasin, Cupcakes by Sonja Owner Sonja Ocampo, Fly Art Productions Founders Toni Potenciano and Gisella Velasco, and McDonald’s Marketing Vice President Margot Torres.
For art, A-Team Head Choreographer Angelica Arda, Sunnies Studios Photographer Kara Chung, actress Jasmine Curtis-Smith and Shu Uemura make-up artist Claire Diokno discussed their ideas.
The speakers for communication included radio hosts Bea Fabregas and Tin Gamboa, When In Manila writer Rebecca Lee, Inquirer.net NewsLab Head Matikas Santos, Inquirer.net writer Kristine Sabillo and English Only, Please Director Dan Villegas.
Moreover, The Girl + The Bull Owners Gab Bustos and Thea De Rivera, The Curator Co-Founders Jericson Co and David Ong, and Basic Movement Owner Esme Palaganas shared their expertise on start-up businesses.
Making it your own
Curtis-Smith, Olaso, Potenciano and Velasco emphasized the personal dimension of creativity.
Curtis-Smith said that she applies creativity in method acting, which requires her to internalize the thoughts and feelings of her characters.
“You have to find it in yourself to connect to the character,” Curtis-Smith remarked, emphasizing how one should make the role-playing personal.
During her talk, Olaso pointed out that her creative ideas are based on her work.
“My perspective on how to be creative is based on the perspective of who I am, a producer,” she said, recalling the how her view of creativity changed when she started working behind the camera.
Olaso cited her experience of producing basketball shows with local television network TV5, where she needed to come up with creative solutions due to lack of time and budget.
“If you know how to manage all these challenges and you are able to come up with a good solution in producing a show, that is creativity,” she added.
For their part, Velasco and Potenciano discussed the creative process they use in Fly Art Productions, which they label as “a marriage of hip-hop and art.”
Fly Art Productions is a Tumblr site that superimposes lyrics from hip hop songs onto existing artworks. They have also expanded into a clothing line.
Potenciano pointed out that when matching songs and artworks, consistency with the brand is crucial.
The two mentioned how they always ask themselves, “Is this in line with who I am and the brand?”
Velasco called on aspiring artists to employ the same principle. “Commit to your perspective and everything will be smooth sailing.”
Thinking outside the box
On the other hand, Diokno, Reyes, Tolentino and Villarin emphasized that creativity implies thinking outside the box.
Diokno mentioned how she uses her imagination when developing new looks and styles for Shu Uemura, an international cosmetics line.
“In my job, you’re not always given a peg. You have to be dynamic and use your imagination,” she said.
For Reyes, creativity means “we cannot accept what’s been done. We cannot accept what the norm is.”
He recalled how he used innovative coaching methods, such as inspirational videos to motivate the Philippine basketball team, which entered as underdogs in the 2014 Fédération Internationale de Basketball (FIBA)World Cup.
“I had to find creative ways of making the players believe [they could win],” Reyes added.
FIBA is the official governing body of international basketball competition.
Tolentino expounded on the difficulties of being creative in the rigid bureaucracy of the MMDA, an agency that performs administrative and regulatory functions in the National Capital Region.
He believes, however, that creativity is needed for Metro Manila to thrive and resolve its problems.
Tolentino explained that the MMDA is currently trying to develop creative solutions to massive traffic jams and bus terminal centralization along Epifanio delos Santos Avenue.
“It is time we highlight creativity in governance,” he added.
According to Villarin, “[Creativity] is about breaking boundaries; it is not being held by these barriers. It is exploring.”
He cited how great scientists like Isaac Newton did not allow themselves to be confined to the norm, thus leading to breakthrough discoveries and inventions.
With reports from Briane B. Dela Peña.
