Creative Process
When I’m given a commercial assignment, the first thing I do is
figure out a storytelling context for the work. I define or pick out
the pertinent, relevant, and then most dramatic—in that order—
storytelling elements for any given piece. Then I create a mental
visualization that incorporates as many of those elements as
effectively as possible.
I don’t tend to think in terms of layout or design in particular.
Some people find that strange and unusual. Layout and design
must come naturally to me, because I don’t consciously ...