You land your first job in an agency. Your ECD wears Bermudas to presentations and says his best thinking happens while lying spread-eagled. In a poppy field. Behind his house. His advice? To dream bigger and set your imagination free, you need to be creative about being creative. But do these ‘approaches’ truly work? Make us more creative? Or are we just over-glamourising the creative process when the secret to great work is the grind? The film takes a satirical look at these vanities and aims to challenge and debunk what we think creativity should look like and the over-the-top approaches we take to get there.