Creativity in the Time of Covid-19

Sávio Hatherly, Senior Art Director FCB Lisbon

I think the quarantine is being a good time to discover different forms of creativity.

In fact, I think the quarantine has shown that everyone (without any exception) can and should seek creativity more than ever. Whatever creativity is for you.

Some are creative in the innovative way they present an idea on video conference. Others are creative in the way they balance a dish while washing dishes and giving the cat food and the baby milk, or is it the other way around?

Some have found an old or new hobby may turn out to be the job they've been dreaming of.

Quarantine also gave us time to put that personal project forward or to risk learning some skill that we so wanted but never had the courage to try.

It’s interesting to think about the ways in which creativity presents itself for each of us in this quarantine.
It can be through a LIVE where you watch close to but also away from friends.
It can make yourself believe that overnight you will become a Masterchef.
It can also be that meme of yours that everyone shared.

More than consumers, we started making content like never before.

From Netflix to Tik Tok, not children, the elderly and not even animals managed to escape this reality.

More than all of it, it made us understand that creativity goes farther beyond than any other definition already seen or placed in a very squared box.

Sometimes it can be just creativity and nothing more.

Anyway, I hope scientists can come up with a better definition of creativity soon.