Illy – the Trieste based Italian coffee company – asks the big question in this short film: “What is creativity?” A series of snappy interviews with some of the world’s most inspiring and prolific creatives – in association with cultural organization Liberatum – explores the notion, shedding light on how some of the top dogs in their respective fields think. Inspiring Creativity finds the likes of James Franco, Joan Smalls, Hans Ulrich Obrist, Hans Zimmer, Diana Picasso, Moby, Paul Schrader, Tracey Emin and more discussing their personal ideas on the subject – Franco, for instance, paints actors during down-time in his trailer to generate extra work from projects. Aside from the fact that this makes for a very interesting watch, big props must go to the filmmakers for wrangling this prolific range of characters into one 11-minute film. Watch it now.

RELATED: WATCH THE TRAILER FOR JAMES FRANCO’S GUCCI DOCUMENTARY, “THE DIRECTOR”