It is a creative’s responsibility to express truth. The first principles of expression. Taking what’s in the ethereal into the real world, the state where creative work becomes surreal. Everything has a purpose. Everything has a problem. Everything has a story telling the journey from process to product. That story is just a theoretical until it isn’t. The art is what tells that story in a singular, visual statement. This is the visual story. Every element dutifully composing the story with color, movement and aesthetics.
Our job as a creative is to be a tuning fork, knowing what the story is and intuitively knowing how to compose it so that it will capture the hearts and imagination of the audience. Art is that expression. Art is the bridge connecting people between the theoretical and reality.