Shoot it on GoPro.

Build it with AI.

Hire Jennifer Coolidge.

Too often, creative teams are asked to ideate around a technology, a tool or a talent—before any thought is given to an actual concept.

Has the great art of concepting disappeared? Are today’s production timelines and content demands too constrained for fully-fleshed campaign ideas to emerge?

In this episode, Josh and Ian ask What’s the Big Idea—and where has it gone?And Jennifer, if you’re listening, we love you.