Led by: Narges Mahyar
On Two Desiderata for Creativity Support Tools
Creative-Pad is designed initially as a tool to help creative directors in an advertising agency to come up with new ideas to create an advertisement for their clients. These directors are often given a one-line brief describing a client product or service. For example, the sentence, “A car with more family space”, would describe a client’s new product which is a car targeted for family. The creative directors would have to design an advertisement suitable for promoting this product. They will need lots of ideas. Creative-Pad works by tapping into the internet as a rich source of information about all things. It takes in one or more keywords from the initial sentence and automatically searches the internet to retrieve any related information. It then processes the search results to extract interesting words and sentences. These words and sentences are then “beamed” in front of the creative directors to stimulate their thoughts for the new advertisement. An interface was specially designed to encourage creative thinking.