9-28-04 - 2


The thing that makes a brilliant creative director is the ability to know something will work, even when the audience might say at first that it wouldn't. In the end the measure of your success if your audience is happy. It's relatively easy to take an idea like "he's a hard-nosed cop who plays by his own rules"; uh, yeah, you can probably excite people about that. The real genius comes when you have an idea like "he's a guy who's writing a book, but the events are actually happening, and he's having a nervous breakdown and gets caught up in the book"; the audience might originally say "eh, that sounds kinda crappy", but then if you actually make it and it's great, they go "oh yeah, that was a good idea after all". Anybody can have ideas; my baby brother's left toe is full of ideas; the brilliant ideas are the ones that don't initially seem great. The art of a great director is to be able to pick out the ones that really are great and to execute them well.

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