吳佳虹 元智大學國際企業學群 A better way to conceive creativity

Remix

吳佳虹元智大學國際企業學群

A better way to conceive creativity

原曲 : 野玫瑰 by 舒伯特

作為電影主題曲夠創意嗎 ?

2008 年上映

Copy

Transform

CombineOriginal source: Embracing the remix, Kirby Ferguson @ TED https://www.youtube.com/watch?v=zd-dqUuvLk4&list=PL2RIaiiAc0X_xSs6N6uQxGw0gsaZ9TVZt&index=12

New enterprises are created through recombination of existing resource

New innovations are created through recombination of

existing things

~Schumpeter, 1934

COPY

Recognize an element can be allied into different

setting for different purpose (IDEO)

Searching scope

Networking

Conscious vs. unconscious

Copy – What Elements ?

古典與流行

S.H.E - Remember

波斯市場

TRANSFORM

Transform – for what Purpose?

UserCustomer

Audience

Problem Function

What is the fundamental technology of the augmented vending machines?

Dance for Cokes Machine

Kinect for Window

Element : 3D Image Sensor

A single color camera for image recognition, and two monochrome cameras placed a few inches apart to determine where you are in a three-dimensional space

HP Envy 17 Leap Motion SE Ultrabook

UserCustomer

Audience

Problem Function

類比Analogy

How many parodies ofPSY’s Gangnam Style have you ever seen?

Key elements are ???

Title Air date Views

PSY official MV 2012/07/15 1,812,728,919

學尬乾那塞 2012/08/27 3,610,941

The Oregon Duck 2012/08/30 6,723,383

Cornell University: Flash Mob 2012/09/14 2,300,079

Obama Style 2012/09/21 9,164,595

Obama Gangnam Style 2012/09/27 15,510,785

Ohio University Marching 110 2012/09/27 5,463,533

Oregon Marching Band 2012/09/24 6,056,141

GANGNAM STYLE ( 강남스타일 ) ft. TRANSFORMERS

2012/10/19 8,846,902

NASA Johnson Style 2012/12/15 76,330

1. Original music, copy action in different

setting

2. Original music, copy action with special

characters

3. Original music, similar action, new lyric

4. New way to perform music

選擇一個最有創意的版本並討論 :

• What makes you think this parody is the

most creative one?

• How these elements be transformed?

COMBINE

Interaction among transformed elements and other elements

Other elements need some adjustment to coordinate with the transformed elements

Combine –how to interact?

vs.

BBC CBS

稱謂 Sherlock Holmes

國籍 英國人 英國人

職業 Consulting detective Consulting detective

時代 21 世紀 21 世紀

興趣 小提琴連續謀殺案

小提琴連續謀殺案

空間 倫敦 紐約

公寓地址 221B Baker Street Brown Stone / Father’ property

合作單位 Scotland Yard( 倫敦警察廳 )Lastrade

NYPDCaptain Gregson

交通方式 計程車 地鐵

金主 擔任內閣高級官員的哥哥 超有錢從不出面的父親

上癮症 戒菸，尼古丁貼片 戒毒， 24h 戒毒看護

死對頭 Moriarty Moriarty = Irene Adler

BBC CBS

稱謂 John Watson Joan Watson

身分 阿富汗退役軍醫 手術失誤離職之外科醫生

性別 男性 女性

關係 室友 戒毒看護

案件記錄方式 Blog 高階諮商師

Creativity & innovation emerges when

individuals/firms

make incremental adjustments to improve existing ideas,

discover new applications of existing ideas,

or invent new combinations of existing ideas.

Something newSomething oldSomething borrowed Something blue