"What is creativity to you?" Certainly not the easiest question in the world, but certainly one we'd love to hear answered by the likes of groundbreaking adman and art director George Lois; Magnum photographer Harry Gruyaert; conceptual artist Ryan Gander; collage icon John Stezaker; graphic designers and creative directors Stefan Sagmeister, Paula Scher, and Matt Willey.
The new book, Creatives on Creativity, has that big, thorny and expansive question answered by 44 of the world's best artists, creative directors, designers, illustrators and more. Alongside those mentioned above, it also features responses from illustrators Maira Kalman and Yuko Shimizu, as well as Nel Aerts, Tony Gum, Charlene Tyberghein, David Uzochukwu, Wade and Leta, and Shawna X.
The book has been put together by Steve Brouwers, a creative director at Ads&Data, an agency for the Belgian broadcaster SBS and publisher Mediahuis. With that broad opening question, "What is creativity to you?" Brouwers garnered numerous and diverse insights around peoples' childhood, creative process, inspirations, fears, and failures.
Aiming to "inspire aspiring and established creatives everywhere," the book was designed by Belgian graphic designer Paul Boudens, who's also one of the talents featured in the book; who chose to use bright edging and bold colours throughout.
Alongside examples of the featured creatives' work, the book also features original photography of the artists and their studio spaces.
"Looking back on the conversations I had with the artists, I realised that everyone deals with the same fears," writes Brouwer's in the book.
"The fear of failing, of not being good enough, the neverending quest for unattainable perfection. Some of them work because they worry that if they stop, everything stops – that the creativity will fade away. They walk to clear their heads, and they often have passion projects to help them escape their daily routine."
Creatives on Creativity is published by Luster on 7 August 2021 priced at $49.95.
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