If the first idea we have could go straight to production, we'd have a lot more time on our hands.
But no. An idea has to be Art Directed.
In simple terms, that means we have to make it look beautiful, just right and relevant to the brand and its audience. We have to consider font, photography, colours, layout, illustration, graphics and so on.
And we have to create a solution that the client likes.
Or even better, loves.
So, after we have sweated blood developing an idea or two that really blows their hair back, the real work begins. The nitty gritty, the devilish details, the fine tuning.
It is the Art Direction process that refines the idea and makes it look good enough to go out and face the world.