Concept is where it all starts and ends.
When I really want to reach an audience with images that spark an emotional or intellectual reaction, I have to combine the things I love with a well thought out concept.
Using the right locations, models, equipment, and so on, I can produce that concept. I'm able to capture that image that speaks my message specifically to my intended viewers.
I feel that this is what all commercials, fine art, and media are meant to do: communicate clearly and concisely.
As a conceptual artist, thought always matters.