creativity

hi

i teach in a small college in the uk and wondered if there were any other video production lecturers who could share some ideas with me on teaching creativity?

in a video production course it could become easy to get bogged down teaching the technical aspects of the course. students - and everyone else, it seems - are obsessed with the quality of picture over the actual quality of, say, the story they are telling. this leads to flashy productions that are lacking any sort of creative thought other than that of lots of technical effects.

so, does anyone have any thoughts on how we can get creativity back on track at a beginners level? does anyone have any ideas how to present these ideas in a teaching or training environment? has anyone got any examples of trying to solve this problem?

thanks

steve