13/08/2026
What happens to creativity when the process becomes almost frictionless?
When Dr Iain Macdonald FCSD joined BBC Television Centre in the late 1980s, motion graphics brought together typography, physical model making, analogue effects, film and emerging computer systems. The process was slower and less predictable, leaving more room for experimentation and discovery.
Today’s tools have opened motion graphics to far more people and made sophisticated techniques increasingly accessible. They have also created new expectations around speed, while shared tools, templates and platform conventions can make it harder for distinctive ideas to emerge.
In his latest article for TheDesigner, Iain reflects on what changing workflows mean for craft, originality and the designer’s role in an age of AI.
Read the full article: https://charteredsocietyofdesigners.substack.com/p/creativity-craft-and-the-changing?r=4duxw7&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
The article also draws on historical insights explored in Designing the BBC, co-edited by Dr Iain Macdonald FCSD and Paula Williams and published by Bloomsbury.