“People don’t understand the elegance of simplicity,” Willis said once. “If you take a sophisticated idea, reduce it to the simplest possible terms so that it’s accessible to everybody, and don’t get simple mixed up with simplistic, it’s how you mount and present something that makes it engaging.” – Gordon Willis, the great cinematographer who died on the 18th of May 2014, in a piece by the Paris Review
That’s precisely what I strive for when writing copy, planning a project, giving a presentation, taking a photograph. Finding the essence of an idea and expressing it simply, elegantly.
Sometimes it’s an agonising process, but one feels so profoundly satisfied when it all falls into place.