For many it is still a mystery how in designers, creatives or advertisers head that very same idea is born. The task is to show all ambiguity, complexity and diligence of the process. The spectator dives completely into creative process. Sees, tastes, feels each of the main process: variability, inspiration, focus and birth of the very idea. Thus we together with the spectator become witnesses of difficult, but creative process of the birth of idea.