Transcript + link to an exercise:
Try thinking about every item you see and every act you do in terms of the raw ingredients that form them. Just as flour and baking soda go into cookies, so do wood and cotton go into chairs, and creativity and ink (and pixels) go into a logo.
Your work – my work – is a combination of a long list of raw ingredients. How we assemble them makes a world of difference. Some recipes produce work that tastes great, but isn’t healthy; other times it’s loaded with nutrition but lacks anything resembling flavor. This presents a challenge. We need to assemble ingredients that end up tasting great and benefiting the consumer. Not always an easy task.
For more thoughts on ingredients and their relation to media consumption, read A Recipe for Film Consumption. You'll find an exercise at the end with a downloadable TV commercial (one of my all-time faves).