All respondents mentioned that creativity is the most important thing for running this business for themselves and also for their employee. Since their work is to create new idea, new thing for their customer.
“You need to have a creativity skill in order to think something creative. Creativity is not a major focus in university that has animation program in Thailand. They only focus to teach how to use the program”
Respondent 1
“You have to make sure that you have good in creative management when you run an animation business. As this is the most important thing you have to manage”
Respondent 7
“Environment in organization should be an environment which support or lead to idea creativity for employee”
Respondent 8
Talking about creativity processed, each interviewee has given the different answers on how their companies generate the idea or called creativity processed.
“Since our company is small, we will brainstorm ideas from all employee, we will sit together and talk, discuss to help each other in generating the idea. If there is something we really cannot figure it out, we will talk with customers to clarify what
they think or what they want to see from the message concept they provided us. Then we will develop it as an image”
Respondent 3
“To create the idea, we have to draw everything in our mind first, there is no right or wrong, just draw it. Later we will select some of them, which we think it suits to the work concept to develop. This is how the creativity process of generating idea we did here”
Respondent 4
On the other hand, Respondent 7 mention that for this company, this creativity idea will came up from creative team. This team will generate the idea and pass it to animator to continue working on it.
“At our office, marketing team will be a team who generate the idea and later talk with animator about what customer wants as marketing team is the team who deals with customer directly so they know what customer wants”
Respondent 8
Beside of the Thai owner small animation company, Respondent 6 whose own medium size of animation company which all of work is outsourcing work for the western mention that
“The work concept will be provided by customer clearly. Then they will give us 100% freedom in generate the idea and clear
time schedule. In our company, there will be a team meeting for every project/work to brainstorm from the beginning step to last step before we start any work to make sure all people who work in different part of the project understand the same”
Respondent 6
Respondent 8, Thai animator whose use to work in international company stated that
“Freedom in creative work or idea in USA is higher than freedom of work in Thailand and customers do care and understand the important of art so they provide more time to team in generate idea of work”
Respondent 8
Respondent 7, the foreign CEO of international animation studio, mentioned on cultural context which effect to creativity. He mentioned that,
“Since there is a different gesture, posture, culture of each country we have produced work for, the cultural context is one of limitation of creativity of animation making process, and for instance; the way people talk, body language of each country.
USA people normally roll their eyes as it is very normal, but when doing Thai work, rolling the eyes may means boring. So before start working on any project, we need to be clear on work idea, concept, the target audience and the country/cultural of the audience”
Respondent 7 4.4 Innovation
Innovation is the process of bringing the best ideas into reality, which triggers a creative idea. Innovation is the process that combines ideas and knowledge into new value and make sure this creative idea can be done and sold to customer.
Thai animation company owners, Respondent 1, 3 and 5 mentioned the same that in Thailand, customer does not care much about art or the perfection of work. So what company focus is selling process, as they need to make sure that their work can be sold to customer.
“While create the idea/concept for customer, we have to think whether this idea will answer to what customer wants or not.
We have to make sure that our work can send correct message in terms of motion picture to audience”
Respondent 3
Respondent 1 mentioned that there is no problem in creative process. The problem they have faced is unclear idea/concept from their customer, which will lead them to create wrong work to customer.
“Thai customers usually give us unclear or insufficient information on what they really want it to be after we have done our work. There are many times they ask just to change in some points and it is always time consuming as it cannot be finished on time”
Respondent 1
“We have experience in receiving unclear concept from our customer as they tell us they only want us to create animation on how to use some stuffs without any other details. Until we have finished our work, customer complaint that what they want is totally different from what we did. Combining with
unclear agreement at beginning whether how many times they can ask us to edit/change work, so this project it is really time consuming for us and also one of our big lesson learn”
Respondent 2
“With Thai customer, there is no exactly time schedule and agreement on how many times customer can ask company to change/edit work from them which is different from foreigner customer who will have everything clear in agreement at the beginning”
Respondent 4
“The good thing when working with foreigner is they have clear system, structure and procedure which also mean agreement. They will give you freedom in creative their work but they will tell you clear at beginning of what they want with their time frame. So there will not be the delay of work or project “
Respondent 8