Helsinki: FLC Helsinki

"The creative process. What is it really? Everyone has a different answer. The producer who lays out the battle plan and handpicks the team is confident that he sculpted the end result to what it became. A photographer will insist that her input is the creative aspect of the process. The post-producer who puts it all together and makes the final imagery beautiful will probably claim he's the one where true creativity lies. Same goes for the stressed-out production manager who really has to be creative to make ends meet and the deadline met.

"The truth is that they are all correct. When everyone works together for a common goal and are willing to share credit, it will become a creative process. Obviously we're completely forgetting the agency's creative team who actually came up with the idea. Honest mistake!"

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