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TRANSFORMATIONSTRANSFORMATIONS
The world of reality has its limits; the The world of reality has its limits; the world of imagination is boundless. Not world of imagination is boundless. Not being able to enlarge the one, let us being able to enlarge the one, let us
contract the other.contract the other. Jean Jacques RousseauJean Jacques Rousseau
CreativityCreativityCreative Imagination is a interplay of several key Creative Imagination is a interplay of several key
functions:functions: Synthesis- the mind’s ability to form uniform Synthesis- the mind’s ability to form uniform
patterns out of chaotic inputpatterns out of chaotic input Simplification- ability to reduce complexities to Simplification- ability to reduce complexities to
basic elementsbasic elements Detachment- disassociation of left brain thinking Detachment- disassociation of left brain thinking
(logical) that allows insights to emerge from the (logical) that allows insights to emerge from the right brain thinking ( intuitive)right brain thinking ( intuitive)
Energizing- activating the mind towards making Energizing- activating the mind towards making new connections, reassociations, and new connections, reassociations, and modifications.modifications.
Creative ProcessCreative Process
Preparation- Preparation- Inquiry, ResearchInquiry, Research
Incubation- Incubation- Time to thinkTime to think
Illumination- Illumination- Application and Communication of IdeasApplication and Communication of Ideas
Verification- Verification- ReflectionReflection
Transformation: Operational Transformation: Operational TechniquesTechniques
Magnification: Magnification: The The "reconstruction" of a "reconstruction" of a subject on a much subject on a much larger scale than of the larger scale than of the original; for example, a original; for example, a pencil sharpener, eight pencil sharpener, eight feet high as a subject feet high as a subject for sculpture.for sculpture.
MinificationMinification Making an object appear Making an object appear
smaller. smaller. An image-An image-development strategy used development strategy used to decrease the apparent to decrease the apparent size of an image. The size of an image. The contrast between the large contrast between the large female figure and the tiny female figure and the tiny man expresses the artist's man expresses the artist's idea that the evil is not a idea that the evil is not a omnimpotent force greater omnimpotent force greater than ourselves--a force than ourselves--a force that is more powerful than that is more powerful than ourselves. But rather, evil ourselves. But rather, evil in in reality that miniscule, in in reality that miniscule, insipid character within our insipid character within our own mind. Perhaps the own mind. Perhaps the greedy selfish thought, the greedy selfish thought, the indifference, the envy, and indifference, the envy, and the desire to harm.the desire to harm.
MultiplicationMultiplication
Repeating images or Repeating images or forms within a forms within a composition, a grid composition, a grid structure-a structure-a kaleidoscopic pattern, kaleidoscopic pattern, in reflected images, et in reflected images, et cetera.cetera.
SubstitutionSubstitution Changing the original Changing the original
qualities of objects and qualities of objects and surfaces: a "soft" hone, surfaces: a "soft" hone, a "wooden" light bulb, a "wooden" light bulb, a "concrete" pillow, et a "concrete" pillow, et cetera.cetera.
ReversalsReversals Reversing colour, Reversing colour,
perspective, functions, perspective, functions, relative sizes and so relative sizes and so on; reversing the "laws on; reversing the "laws of nature," such as of nature," such as gravity, et cetera.gravity, et cetera.
FragmentationFragmentation
Splitting or fragmenting Splitting or fragmenting objects or images. The objects or images. The subject may be either subject may be either partially developed, partially developed, fragmented, or fragmented, or dismembered. Splitting dismembered. Splitting planes, as in Cubist art.planes, as in Cubist art.
Partial DelineationPartial Delineation
Drawing carving, or Drawing carving, or presenting only a presenting only a portion of an image in portion of an image in its finished state; its finished state; depicting an image depicting an image emerging or becoming emerging or becoming engulfed in its engulfed in its environment- environment- Michelangelo's ‘Slaves’ Michelangelo's ‘Slaves’ for example.for example.
DistortionDistortion
Changing an object or Changing an object or image by deformation, image by deformation, distortion, or distortion, or progressive states of progressive states of degradation; burned, degradation; burned, dissolved, dissolved, decomposed, crushed, decomposed, crushed, cracked, et ceteracracked, et cetera
DisguisingDisguising
The use of latent or The use of latent or hidden images; hidden images; obscuring the qualities obscuring the qualities by wrapping, masking by wrapping, masking or camouflaging.or camouflaging.
MetamorphosisMetamorphosis
Depicting images or Depicting images or forms in progressive forms in progressive states of change.states of change.
Salvador Dali - Metamorphosis Of Narcissus
TransmutatonTransmutaton
A radical form of A radical form of metamorphosis; metamorphosis; creating Jekyll-and-creating Jekyll-and-Hyde transformations, Hyde transformations, mutations, alterations, mutations, alterations, hybridizations, re-hybridizations, re-materializations.materializations.
SimultaneitySimultaneity Presenting several views or Presenting several views or
time modes simultaneously; time modes simultaneously; for example, simultaneous for example, simultaneous presentations of side, top, presentations of side, top, back, and bottom views, as back, and bottom views, as in Cubist painting; temporal in Cubist painting; temporal dislocations, such as the dislocations, such as the simultaneous presentation of simultaneous presentation of childhood and adult childhood and adult memories or various time-memories or various time-space situations; space situations; simultaneous presentation of simultaneous presentation of different sensory different sensory experiencesexperiences
Soft FocusSoft Focus
Changing focus of all Changing focus of all or parts of an image; or parts of an image; blurred edges or con- blurred edges or con- tour lines; tour lines; photographic images photographic images blurred by movement blurred by movement or panning.or panning.
Monet- Houses of Parliament, Sunset
TransferenceTransference
The intrusion of an object The intrusion of an object or element into a space or or element into a space or environment not normally environment not normally its own; the displacement its own; the displacement of an object or elements of an object or elements into a new situation. For into a new situation. For example, a huge egg example, a huge egg towering above the towering above the skyscrapers of New York skyscrapers of New York City's skyline.City's skyline.
Unexpected combinations
JuxtapositionJuxtaposition juxtapositionjuxtaposition,, juxtapose juxtapose - -
The state or position of being The state or position of being placed close together or side placed close together or side by side, so as to permit by side, so as to permit comparison or contrast. comparison or contrast.
Robert Minor produced this Robert Minor produced this drawing as an editorial drawing as an editorial cartoon, commenting on a cartoon, commenting on a 1916 steel workers' strike. He 1916 steel workers' strike. He emphasized the thrust of the emphasized the thrust of the soldier's bayonet by drawing soldier's bayonet by drawing its direction as the its direction as the counterpoint to that of the counterpoint to that of the worker's body. The grace of worker's body. The grace of this juxtaposition results in our this juxtaposition results in our feeling all the more shock at feeling all the more shock at the sight of the pointed blade. the sight of the pointed blade.
Videocon "Clean Any Kind of Dirt" outdoor campaign Print Ads, Consumer Created by Ogilvy & Mather Mumbai this campaign illustrates the core function of Videocon washing machines in an interesting and un-category-like manner. Every washing machine brand claims to remove dirt. But the agency took the idea beyond the obvious to show cleanliness like it was never shown before—removing dirt and coupling it with social commentary. The campaign was rolled out across major metro areas in India and included a TV spot, print ads and posters.
Zahid Shaikh/Heeral Desai, art directors; Naved Siddiqui, designer; Hemal Jhaveri, writer; Piyush Pandey/Sumanto Chattopadhyay, creative directors; Amol Jadav, photographer; Milind Aglave (chimney/dump truck)/Manish Raut (sewage pipe), photo finishing artists. www.ogilvy.com
Academy of Television Arts & Sciences trade ads Print Ads, Business When The Academy of Television Arts & Sciences needed to get the word out that original content distributed over broadband was eligible for the Primetime Emmy Awards, Wong Doody Los Angeles created this campaign. Titled “Welcoming Broadband to the World of Television,” it acknowledges the Academy’s rich history, yet keeps the focus on the future. Playing on the love and evolution of television, the ads feature still images from Emmy-nominated television favorites like “I Dream of Jeannie” and “Bonanza” with digitally-enhanced images that show the characters using computers—juxtaposing television programming’s past and future.
Collapsing VolumeCollapsing Volume
(or vice-versa: expanding (or vice-versa: expanding two-dimensional forms into two-dimensional forms into three- dimensional three- dimensional objects): Rendering three-objects): Rendering three-dimensional subjects to dimensional subjects to appear flat or transparent, appear flat or transparent, through the use of contour through the use of contour line, silhouette, transparent line, silhouette, transparent planes, et cetera. And the planes, et cetera. And the reverse: a well-known reverse: a well-known painting interpreted as a painting interpreted as a three-dimensional form.three-dimensional form.
AnimationAnimation
Inanimate subjects can be Inanimate subjects can be made "to come to life": made "to come to life": organic or in-organic organic or in-organic subjects can be given subjects can be given human qualities. Functions human qualities. Functions can also be implied can also be implied through image repetition through image repetition and progression; for and progression; for example, overlapping example, overlapping silhouettes of scissors in silhouettes of scissors in various open and closed various open and closed positions to suggest positions to suggest "cutting.""cutting."
Progressive Image BreakdownProgressive Image Breakdown
Subjecting an image to Subjecting an image to treatment that tends to treatment that tends to deteriorate, obscure, or deteriorate, obscure, or progressively break down progressively break down to simple shapes or to simple shapes or patterns; using translucent patterns; using translucent collage overlays to collage overlays to obscure images, obscure images, sequential photocopying to sequential photocopying to break down detail; gridding break down detail; gridding and transforming; and transforming; computer serialization, etc.computer serialization, etc.
Positive-Negative ReversalPositive-Negative Reversal
: : Using the Using the photographic negative photographic negative rather tprint (or rather tprint (or both) both) in in a composition; using a composition; using female molds or female molds or concave concave shapes shapes abstract figurative abstract figurative sculpture (as in the sculpture (as in the work of Alexander work of Alexander Archipenko '- Cubist Archipenko '- Cubist sculptors).sculptors).
