»Creativity Edition« by Munken × Juno
Max Moertl has created this interesting stop motion about creativity.
'OUTSTANDING IDEAS ARE WORTH 100% OF YOUR PERFORMANCE
As a way of honoring the creative people who share Munken’s passion, the company is dedicating a limited edition of cube sculptures to the devotion and inspiration that leads to outstanding ideas.
WHERE AND WHEN DO PEOPLE HAVE THE BEST AND MOST CREATIVE IDEAS?
When did Picasso paint most freely? Where are the places we come up with truly good ideas? Munken, probably the best-known natural paper manufacturer in Europe, has been dealing with questions like these for a long time, tirelessly looking for the power of the creative spirit at its highest level. With Munken’s newly developed cube sculptures made of uncoated natural paper, the company is taking a clear stand together with the design studio Juno and everyone who shares its idealism: Truly relevant ideas that change our world are worth 100% of our performance. But what sparks creativity and what do creative people need? This is a very individual issue, but you’ll find a few answers in this film.
In the essay “Creativity delivers more beauty, wisdom and wealth”, which accompanies Munken’s »Creativity Edition« cube sculptures, Wolf Lotter takes a decisive position against the Pareto principle: “During the heyday of industrialized society in the late 19th century, the Italian sociologist and economist Vilfredo Pareto declared the following: 80 percent of all results in industrial enterprises are achieved with 20 percent of the total efforts. The peak must therefore be reached very, very painstakingly and the effort swallows up four fifths of the total energy. This is a statement that every artist, creative person, scientist or top athlete can confirm. The last few meters are the decisive ones. The incorrect – and unfortunately popular – conclusion drawn from this Pareto principle is that one should not even want to reach the peak and should simply give up on all of the painstaking innovative and creative processes, because doing so would supposedly be ‘efficient’. This interpretation is wrong. Of course, goals that are less ambitious are easier to achieve. However, the consequence is that one never really gets off the ground. One stays down where the masses are, where one person can be easily confused with another, where average is good enough. This is also where the lowest price is paid, until creative destruction has done away with even that. Giving up is not an art, but creative thinking is – and it demands the audacity to give one’s top performance. Ideas are revolutions – a struggle to the mountaintop, not a walk in the park. But they lead to the widest vistas.”
Posted: Wed 24th Feb 2016
Facebook Twitter Pinterest Vimeo RSS Feed
Welcome to Motional
Sharing good design, beautiful film and inspiring animation. Developed by the creative team at First Image.
If you would like to contribute an outstanding piece of work please send us a link here.
Contact us at here regarding articles, interviews or any other enquiries.