Creativity in the time of COVID
What impact does creativity have on our society at a time when health security and economic survival are being threatened? As the Dean of a faculty that is home to some of Canada’s greatest thinkers, makers and innovators in this space it is clear to me that alongside scientists, engineers, economists and others, creatives have an equal responsibility and a profound role in helping to build our society in new ways. In fact, I would argue, as we try to imagine what our lives, cities, and economies might look like when we emerge from this pandemic, creativity has never been so important. Indeed, our creative community is busy at work, bringing to life impressive contributions during the COVID crisis through design thinking, audience connectedness, storytelling and the creative application of technology.
We are being challenged to apply technology and design thinking in creative and new ways. Creativity is no longer associated merely with entertainment and art nor is technology simply a functional tool. Social media, virtual reality, gaming, on-line communities and E-commerce are now understood as being core to human engagement. The urgent need for user-friendly fabrication has put a different light on the role of maker spaces, and studios. A recent collaboration between the FCAD Creative Technology Lab and multiple Toronto hospitals in developing and manufacturing innovative personal protective equipment (PPE) is a perfect example of that. The clear need for new economic models has brought creative marketing and entrepreneurship to the forefront. Creative researchers are partnering with professionals in all disciplines, developing new tools and applying new design processes in science, engineering, social sciences and business.
Lead Technologist Adrian Kenny from The Creative Technology Lab wearing the laser-cut face shield
Creative thinkers are being called to apply what is arguably their most unique strength – their understanding of audience engagement.
Creative thinkers are being called to apply what is arguably their most unique strength – their understanding of audience engagement. As all aspects of industry, research, and the economy have had to pivot, the need for a nimble connection with audiences and consumers has become more evident than ever. Creative researchers play an important role in sophisticated qualitative and quantitative analysis of data and artificial intelligence. But beyond that, the development of new ways to transmit empathy and connect individuals in a time of unprecedented disconnection, has become paramount to the survival of business, social groups, and communities.
What I am most struck by is the importance of creativity in telling our stories. We are living through a historic moment, a time of turmoil and inevitable change, and creatives are shaping how we will represent our COVID reality to each other, and to our grandchildren, in years to come. Whether it is in the depiction of the deeply communal, if not spiritual, movement that many are feeling, or the abundant shared humour online, the journalistic reporting of how democracy unfolds, or cultural expression through virtual performances and exhibitions, the monumental task of capturing the true narrative of COVID 19, rests on the shoulders of creatives. These stories won’t just document what we’ve been through, but also, where we are headed. They will determine how we depict the fullness of humanity and will help us move on to the next phase of civilization.
It is through creativity that we are able to take a snapshot of humanity at its most fragile. It is creativity, and the ability to imagine new realities and new solutions, that will help us rebuild a society that has been profoundly changed. And there is much to be done.
Charles Falzon is Dean of FCAD, Ryerson's Faculty of Communication and Design.