You know when you’re watching a Julien Christian Lutz music video—they’re unmistakable. The lighting is moody and stylized. The dancers are deliberately placed. The movement is fluid and evocative. The visual style is graphic and bold. This is creativity at work—no matter the artist, Julien’s vision comes through.

In this talk, Julien tells his story—from starting as an intern to becoming an icon of his industry. He shares his creative process and what he’s learned from collaborating with some of the world’s top artists. Any organization can learn from his approach to innovation: understand everything you can about every facet of your business, work hard, and take as much responsibility for failure as you would for success. Take risks. Make a statement. “You really have to make something people pay attention to,” says Julien. “You really have to go for it, man. If you want people to notice, you have to go that extra mile.”