The creative battle to impress in times of over-consumption of Entertainment & media — Entertainment & media — movies, audio, and digital platforms — have grown exponentially, since the last decade. To penetrate and impress audiences through an overload of media consumption, advertisers/marketers, writers, designers and filmmakers are taking drastic measures to stand out. Increasingly, this steers them away from creative instinct to a dependence on the subjective interpretation of data and statistics.

The house shown above, represents my creative workflow. A three floor house in which every floor means a new phase in the process. I will elaborate on this idea of a layered creative workflow and why this is important for me as a designer/art director. What are the 3 floors of this creative house? 0 — Ground floor: Imagination Here lays the fundamental bricks of creative imagination; the only way to go up in the house, is to walk through this floor.

Imagine, you are hungry after a night out and walk through a street full of food trucks. To decide upon your meal, you could gather all information by going through every menu, talk to each individual chef, ask for food samples etc. In practice, you will not do this. It’s…