Creative thinking is a way of using thought, a way that generates variations to the usual course of our reasoning. I am interested in investigating this variation. In order to relate to its environment, man has always created codes such as language, units of measurement, classification systems. These tools are essential for interacting with the surrounding reality and with other people. What happens when a code, a thought pattern, is subverted?
There creative thought comes into action: a real movement of cells that generates new synapses, new paths in our brain. This process occurs not only in the act of creating a work of art, but in all situations where it is essential to find a way out, a plan b. Here, literally, if “we use the brain”, the solution emerges. Subverting the royalties does just that.