Giving direction on creative is a delicate thing. It’s human nature to leap ahead to a solution instead of allowing others to come to their own conclusion. But, merely assigning solutions for execution can be deadly to momentum and strip the life from even the best concepts.

Transferring a formed concept will usually lead to diminished returns. Terms like “creative spark” have become cliché because they are true. It’s exhilarating when you come up with, or contribute to, the idea. You can feel that you are on to something special. The momentum of that excitement carries through in the execution and shows in the final piece.
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