Finding the Spark (with Alison Norrington)

Creative Media Practice Research Insights — Episode 7 Where do creative ideas actually come from? How do practitioners notice them, feed them, and decide which ones are worth pursuing? In this episode, I’m joined by writer, producer and storyworld designer Alison Norrington, founder of StoryCentral. Rather than talking about platforms or production pipelines, we explore the earliest and often least visible stage of creative practice: the spark. Alison reflects on how ideas first make themselves known, the habits and environments that keep her creativity alive, and the ways she recognises when an idea has real potential. We also talk about intuition, curiosity, creative drift, what blocks the spark, and the small rituals that help ideas grow. This conversation opens up the generative side of creative media practice research, offering an intimate look at how creativity begins and how practitioners can sustain a life that welcomes ideas in. If you’re a creative practitioner, researcher, or anyone who’s ever wondered how to feed your imagination, this episode is for you.

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