91����

For Dr Ross Williams, creativity is not something produced by AI after a few lines of prompts or generated through technology alone. It begins with real human stories, lived experience and the courage to explore one’s own perspective. That belief lies at the heart of the way he teaches and mentors students at BUV, where he is helping shape a new generation of filmmakers and creative storytellers in Vietnam.

A storyteller through sound

Reflecting on more than two decades in the industry, Dr Ross often jokes that he has had “two careers”. One has been devoted to cinema and sound design, while the other has focused on research, teaching and mentoring students.

Originally trained as a composer, he moved into filmmaking as a natural extension of his creative journey. Rather than pursuing mainstream commercial projects, he chose to work in artistic and experimental spaces that allowed him to explore new ideas and ways of storytelling. Films he has contributed to have been screened at more than 160 international film festivals, including Ann Arbor, DOC NYC, Tokyo Short Shorts and Palm Springs International Animation Festival.

Alongside his professional work, Dr Ross has also built an extensive academic career, teaching at institutions such as the Art Institute of New York City in the US and Nanyang Technological University in Singapore. Over the years, he has supervised more than 20 graduation film projects, with many of his students later winning awards at international competitions including the Golden Reel Awards and the National Youth Film Awards.

For Dr Ross, moving to Vietnam represented an opportunity to help build something meaningful from the ground up. Having previously contributed to the development of film education programmes during his years at the Art Institute of New York City, he saw a similar opportunity at BUV.

“Vietnam’s film industry has enormous growth potential as market demand continues to rise. At the same time, there is a growing need for professionally trained talent,” he shared. “BUV gives me the opportunity to work closely with young creatives, help shape their artistic thinking and contribute to the future of film culture in Vietnam.”

Creativity begins with people

After years of teaching across different education systems, Dr Ross has come to a clear conclusion: creativity is an inherent human ability. In his view, the role of education is not to “teach” creativity, but to create the conditions for it to emerge.

Inside the classroom, he prioritises dialogue, exploration and reflection over one-way instruction. Rather than simply transferring knowledge, he encourages students to discover ideas and solutions through their own experiences and experimentation.

“The longer I teach, the more I realise that I ‘teach’ less and ‘guide’ more,” he said. “I want students to feel safe enough to experiment, make mistakes and learn through the process.”

This philosophy is reflected in BUV’s practice-oriented learning model, where students are encouraged to develop their skills through hands-on projects and real creative experiences rather than relying solely on theory. Each module functions like a small creative studio, allowing students to test ideas, collaborate and engage directly with practical work.

Dr Ross recalled one class on applied media aesthetics in which students first discussed visual principles in filmmaking before being asked to go outside and capture photographs based on specific criteria. The class later returned to analyse the use of light, colour and emotion within the images.

“There were many fascinating photographs in very different styles — some abstract, others highly narrative. Some students did not even realise how strong their work was until we discussed it together as a class,” he said.

While acknowledging that technology has made filmmaking more accessible than ever, Dr Ross believes that only stories grounded in genuine human experience can create lasting emotional impact.

That idea also forms a core part of BUV’s Film and Media Production programme, where storytelling begins not with technology, but with personal perspective and lived experience.

“I always encourage students to ask themselves what they truly care about, which stories matter to them and why they want to tell them,” he explained. “Only after that should they think about the tools. Everything should begin and end with people.”

Understanding the “why” before the “how”

Alongside creativity, Dr Ross places strong emphasis on technical foundations, particularly in sound design — an area he believes is often overlooked in film education.

One distinctive aspect of BUV’s Film and Media Production programme is its focus on sound as a central pillar of storytelling. According to Dr Ross, sound has the ability to completely transform how audiences interpret and emotionally experience a scene.

“If visuals open a window into a story world, sound expands the space beyond that frame,” he explained. “It guides emotion, stimulates imagination and reveals things that images alone cannot communicate.”

This thinking is reflected in his teaching philosophy: “Why before How”. Before students learn how to use a technique or piece of equipment, he believes they must first understand why creative choices matter.

In class, Dr Ross often breaks down sound layers from his own projects to help students understand how audio shapes narrative and emotional impact.

“I explain why certain sounds appear at specific moments, what emotional purpose they serve and how they influence the audience’s experience,” he said. “That helps students connect technique with intention rather than simply learning software or equipment.”

For him, the strongest filmmakers are not simply those who know how to operate cameras or editing tools, but those who understand storytelling, artistic intention and themselves as creators.

AI as a tool, not a replacement for human creativity

As AI continues to reshape creative industries worldwide, discussions about whether technology can replace human creativity have become increasingly common.

Dr Ross acknowledges the practical benefits AI can bring to production workflows, from audio clean-up and voice replication to virtual environments and post-production support. However, he believes creativity itself remains deeply human.

“AI can generate outputs quickly, but creativity is much more than producing a final result,” he said. “It comes from observation, emotion, lived experience and human understanding.”

For this reason, BUV’s approach to integrating AI into learning is centred on responsible and purposeful use rather than dependency on technology. Students are encouraged to view AI as a support tool that can enhance workflows, while still grounding their work in authentic storytelling and human perspective.

Despite rapid technological change, Dr Ross remains optimistic about the future generation of creatives in Vietnam.

“Students today are thoughtful, opinionated and full of potential,” he said. “What gives me confidence is that many young people are now searching for authenticity. They want real stories and meaningful experiences — and that is something technology alone can never replace.”