How creativity drives innovation in the digital age

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Sustained creativity has always been a true differentiator. The individuals and teams who regularly break through the status quo become our models of true ingenuity and innovation. The influence and impact of their work transform not only the arts and industry but also our society at large. And their legacy of mentorship, collaboration, determination, and continuous learning both inspire and challenge others to make their own mark on the creative landscape.

Creativity in the Digital Age, presented by Microsoft, shares the firsthand perspective and experience of four accomplished media and entertainment industry professionals on their creative origins, what fuels their creative process, the role technology plays in developing and expressing their ideas, and their guidance and inspiration for others on the often challenging journey of a creative artist.

Filmed in February 2020 at RAK Studios in London, Creativity in the Digital Age features:

Dave Cronen–artist manager, producer, and lecturer at the Academy of Contemporary Music

“As we learn and adapt, and as the younger generation come through with their ideas and less of the old school attitudes, I think that could be really exciting times.”

Jill Furmanovsky–legendary photographer and the founder of RockArchive.com

“The creative process is not easy. You have to be very persistent and you have to make a lot of wrong turns and fail quite a lot before you get to something that’s really precious.”

Mat Bancroft–creative director and designer

“There’s always elements of collaboration. There will be a continuous collaboration leading up to the final result. And the work should be considered, in my opinion, as in exactly the same category as fine art.”

Perry Nightingale–Senior Vice-President of Creative AI at WPP

“Creativity is believing in yourself. It’s believing in your idea. It’s keeping on going, and it’s not giving up.”

Microsoft empowers media and entertainment organizations to achieve more with our trusted and secure platform supported by a comprehensive partner ecosystem with industry-leading solutions to:

Accelerate content production
Empower creative teams with industry-leading tools for content editing, rendering, VFX, storage, and management. Streamline workflows and augment human ingenuity with automated production and post-production processes to efficiently build world-class content. Scale content creation on an intelligent and secure platform to increase the breadth and value of production workflows.

Modernize collaboration
Maximize creativity and productivity with intelligent and secure collaboration. Connect and empower your entire workforce from hemisphere to hemisphere, from C-suite to crew member, with intuitive, mobile tools. Transform the creative process for employees behind the scenes with automated workflows and simplified access to insights.

Optimize content delivery
Manage your content better and get it to market faster on a secure and intelligent cloud. Automate the ingestion, protection, storage, subtitling, and translation of content for global distribution. Expedite programming playout and simultaneously deliver multiple streams of content, in multiple formats, to any device.

Know your audience
Understand and anticipate consumer preferences and behaviors through comprehensive data-driven insights. Simplify the ingestion, unification, enrichment, segmentation, and activation of audience data. Better understand media interactions, consumption patterns, social sentiment, and preferences across multiple channels. Grow advertising revenue by providing brands and agencies with analytics to improve campaign performance and maximize marketing ROI.

Monetize content and experiences
Deliver personalized messaging, content, and experiences that deepen audience engagement. Increase audience satisfaction and drive loyalty through consistent and differentiating experiences across all channels, properties, and venues. Use AI and real-time insights to better understand customer behavior, improve responsiveness, and rapidly connect audiences to relevant content and experiences.

Learn more about intelligent media and entertainment to see how the capabilities of our solutions have optimized workflows, streamlined content delivery, and deepened audience engagement for the likes of Mr. X, Dentsu Aegis Network, the Miami Heat, Real Madrid, LaLiga, and Thomson Reuters.

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