Let’s not explain the idea. We need to show it

An idea that works in our head can collapse as soon as we try to articulate it. An idea we can articulate can crumble as soon as we try to visualize it. Only an idea that can stand up when visualized has the potential to work.

When I’m working on a conceptual illustration, it sometimes happens that an idea pops up, and I think, “That’s it. That’s on the spot”. But after years of experience, I’ve learned to be especially aware of these “flashes of genius.”

It would be nice if I didn’t have to be. If I could just call the client right after, get their convinced and enthusiastic confirmation, and start executing the project. I would save the client and myself so much time.

But what if the idea fails on paper? What if, for example, the provided color palette is unsuitable for that particular idea? If I underestimate the final format and dimensions? If elements don’t work together the way I thought they would? Or if, on reflection, the idea is simply not original enough? Then I wouldn’t be able to avoid a humble phone call telling the client, “Sorry, that was a dud. Everything back to zero.”

Instead, let’s put our ideas through their paces by creating a visual prototype. In an illustration, that might be a sketch. In a commercial, the creative director and intern might perform the spot. When it comes to movies, a “treatment” is needed.

We have to put the idea into a form that we can actually show and present. Only then can everyone involved see if and how well it works. Everything before that is Russian roulette.