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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 postproducer 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!