CONNECTING WITH PROFESSIONALS: MAX CLEMENTS

Max wanted us to think about how creativity is explored. He told us that creativity is all about play and having imagination is more important than knowledge. The act of creating needs an element of hazard- an accident. Playing with materials. Exploring techniques. Resistance and criticism. These are all important elements when it comes to creativity.

He worked for SilentNight company and they had an event, and after the event people were saying that it was too boring and corporate. So in a meeting Max gave an idea to have a fashion show at the event, and his bosses went with the idea. So they got models to wear outfits made from upholstery and things like hats made from cabinets. It was very successful and used this idea in future events and expanded their ideas making the brand more popular. He worked there for 18 years and then decided to start his own consultancy business, MC Designs.

He gave us some advice about what we should do as creatives in the industry:

• Start to connect to businesses and get your name out there

• Apply for internships/work experience now

• Gather research and information from different disciplines, you get a breadth of knowledge and creativity by doing that

• Use social/professional forms of media

• Learn more about CV's, portfolios and presentation techniques