A couple of weeks ago, Team Trove went on an outing to watch Knight of Cups, a movie written and directed by Terrence Malick and starring Christian Bale. 

After over two hours of creepy voice overs and clip after clip of a brooding Christian Bale, the movie was finally over and it led to an interesting discussion on the use of narrative structure in film. We concluded that creativity without narrative structure-whether in movies, commercials, etc.- comes off as either pretentious, lazy, or just bad.

Here's why it's important to bind creativity to the limits of narrative structure: