I was recently asked why I work in the field of creative direction. Answering led me to the realisation that my professional pursuits were closely linked to my own spiritual curiosity. It pointed me towards the actual aspiration of both: to come in touch with a core – a deeper layer of truth, whether in materials, stories, people or in life itself.
At the basis of this quest lies the belief that such a core, or source, might exist – that there might be a layer of our existence that is permanent, deeper, and uncluttered by the concepts of time, space and even our intellectual minds. If so, its essence would not be found by searching with the mind, but with a deeper knowing.
As such, good art direction is the daily practise of intuition.