Since almost last two decades employees creativity has been discussed immensely by the researchers. This study majorly focuses on the effect of employee creativity in project performance in project-based organizations of Pakistan. We have discussed that the relationship between, employees creativity and project performance depend on the knowledge sharing whereas, openness to experience moderating the correlation of employees creativity with knowledge sharing. For this purpose, data was collected from 273 employees working in project-based organizations of Pakistan. The results obtained after the data analysis, considerably shows that there is an optimistic relationship between employees creativity and project performance whereas knowledge sharing mediates this relationship with the moderating role of openness to experience. The study significantly expands to the prevailing literature by highlighting the procedure through which employees’ creativity has a major effect on the enhancement of project performance.

Imagination involves holding onto an idea until it is transformed into a possibility. By forming an imaginary world full of adventures, advertising creatively plays with viewers' imaginations. Such a material and commercial gain may have dangerous outcomes as well as whatever the audience sees on television, majority considers it truth, correct or believable. After watching flashy advertisements pre-adults are compelled to purchase expensive products as well it affects their imagination and  creativity. Under the umbrella of cultivation theory the study asserts that exposure to adventurous television advertisements is creating adventurism in Pakistani youth, leading to imitation of stunts,frustration and persistence.