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Unleashing Creativity With Digital Technology

Source | sloanreview.mit.edu | Robert D Austin

“Within the next five years, how will technology change the practice of management in a way we have not yet witnessed?”

If you watch movies or television, you’ve likely seen Stefan Sonnenfeld’s work. It’s on display in “Star Wars: Episode VII — The Force Awakens,” three “Mission Impossible” movies, four “Transformer” movies, the “Cold Case” TV series, and dozens more. In a 2007 article, Entertainment Weekly listed him alongside creative luminaries like Steven Spielberg and Meryl Streep as one of the “50 Smartest People in Hollywood.” Unlike some others on the list, however, Sonnenfeld’s creativity is digitally enabled.

Sonnenfeld is a “digital intermediate colorist.” He uses computers to alter the colors in movies and TV shows until they look spectacular. Without the technology, his artistry would not be possible.

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