The value of craft
Great ideas deserve great execution.
You can have a brilliant idea. But if you make it look like shit, your idea won't sell. That's why craft is so important.
Look around you. Your phone. Your shoes. The desk you are working at. The car you are driving. The movie you just watched last night. Everything has been carefully made by someone. Everything is craft.
The Joy of Craft
I remember doing a Zippo ad around 3 years ago. I spent hundreds of hours in Photoshop just trying to make it look perfect. Fixing tiny details, changing the lighting, moving things around, doing it again and again.
And then you finally see the result and realise, "Fuck, this is beautiful."
That feeling is unmeasurable. That's why I love craft.
