Creating an image is not an exact science and, in fact, if you try to use a formula, the magic dies. It comes from several intrinsic variables, like your gut instinct, combined with 20 plus years in the industry.
And it's collaborative. The teams one puts together starts to define the possibilities, and guiding talent is an art form, knowing when to redirect energy and when to step back and let the power of collaboration take off.
A beautiful image is in the nuance of execution. The experience is fruitful and original when together you exceed what you set out to do, and that is the creative process.