I know this is not a particularly controversial or new opinion (for most people working in agencies) but the other day something clicked whilst reading Enrique Lafuente Ferrari in Goya’s Complete Etchings, Aquatints, and lithographs and I think I’ve got a clear articulation as to why not.
‘To be truly great, an artist must be able to create a world of his own, born from that driving urge which is the very essence of all art. In conception, this world must be coherent, and full of the instincts, intuitions, and passions that move humanity. To bring it all to life, the artist must depend not only upon his graphic talent and creative ability, but on his fantasy and imagination. Then, if it is his fortune to be gifted in this way, the most secretive workings of his soul and mind will find expression in line and form, light and shade, all inspired by that inner vision without which mere competence is nothing’