Nothing creative I’ve ever worked on in my career was born out of complexity. Complexity strangles creativity.
It’s incredibly difficult to be creative when we’re bound by the chains of endless boxes to be ticked, in a straightjacket of too many “benefits.” It becomes impossible for creative greatness to make a Houdini-like escape from these shackles.
When we start from a place of simplicity, creativity thrives. If we keep the idea clean, simple and compelling, then creative interpretations of that idea explode out in new and stimulating directions, from all sorts of people.