Glossary
Get StartedAlignment
Shared understanding around a creative direction. Alignment reduces ambiguity without reducing creativity.
read definitionCreative Direction
The act of deciding what should be made and how it should feel. Creative direction provides clarity, alignment, and intent.
read definitionCreative Intelligence
The collective system of references, taste, judgment, context, relationships, and decisions that informs creative work. Creative intelligence is the output of accumulated creative thinking.
read definitionCreative Memory
The accumulated references, insights, decisions, and patterns that shape future creative work. Creative memory allows thinking to persist over time.
read definitionCreative Process
The journey from idea to execution. Research → Direction → Alignment → Production → Creative Work.
read definitionCreative Team
A group of people working together to develop, refine, and execute creative ideas.
read definitionCreative Thinking
The process of exploring, connecting, evaluating, and developing ideas. Creative thinking happens before execution.
read definitionCreative Work
The tangible output of the creative process. Films, campaigns, brands, products, experiences, designs, and stories.
read definitionCreativity
The ability to generate novel ideas by connecting people, experiences, references, and concepts in new ways.
read definitionDirector's Treatment
A document where a director lays out their vision for a project — tone, story, look, and approach — to win the job or align everyone before production.
read definitionInspiration
The moment when a reference, observation, or idea sparks a new direction. Inspiration is an outcome of research, not a substitute for it.
read definitionJudgment
The ability to evaluate ideas and make creative decisions. Judgment determines what moves forward and what does not.
read definitionMoodboard
A curated collection of images, textures, colors, and fragments that captures how a direction should feel before the work exists.
read definitionProduction
The stage of the creative process where direction becomes finished work — shoots, builds, edits, and delivery.
read definitionReference
Any piece of work, media, object, experience, or observation used to inform creative thinking. References are the raw material of creative direction.
read definitionResearch
The process of gathering, exploring, and understanding references, ideas, and context. Research expands possibility.
read definitionShotlist
A numbered list of every shot a production plans to capture — framing, movement, and action — translating creative direction into an executable plan.
read definitionTaste
A person's accumulated judgment about what works, what doesn't, and why. Developed through exposure, experience, and reflection.
read definitionVisual Research
Gathering and organizing visual references to inform creative direction.
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