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idea is formed. Their final step in the creation process is verification or when the idea meets reality. Robin Landa in Advertising by Design, and the creative experts I interviewed, follow these same steps but include the production stages and help us understand it from an advertising and marketing perspective. When starting out on a project, you want to set up the right environment in which it will grow the best. The farmers do this for the plant, as we do with our routine or the place where we feel most productive. This environment will enable you to gather a multitude of materials and combine them to create a pool of new informations to choose from. This phase includes setting up the right environment, creating a new variety of material to create the best product, and planting the seed. Once this seed of new information is planted and you have started combining ideas through brainstorming, the idea needs time to grow. This is the incubation period, a break, a time where the unconscious works and continues combining elements while you are drinking your coffee or working on another project. The idea will come up in this A-ha moment as James Young calls it, where the idea flourishes and starts to make sense. It is time to harvest the cherries and write it all down, to start translating this idea and selectively picking out the ones that fit the requirements, taking in consideration, quality, relate-ability of the message. The selection phase in processing, drying and milling the green beans, starting from the base of the idea, the sketches and thumbnails to developing and perfecting it. This selection process results in the verification phase, approval from the client. If the concept is approved then it is ready for production, if it is not, you rethink it, refine the idea, the bean. The approved composition or concept is ready for production, this message will need to be consumable and seen through different platforms. It is in this roasting stage that the bean gets it’s brown color and aroma, comparing it to the evolution of the idea, this is where the Art Director or creative chooses the right medium and balance of tools to get the best result. For example, if the composition is to be printed, one has to take into account what paper, what ink, and what type of printer (offset, digital..). If the project is for a digital platform, you might need