I am all for creativity, but "art for art's sake" can bury the message... and the resulting revenue.
Can you tell this inside front cover two-page spread ($$$) is an ad for a app that organizes expenses for business travelers? YIKE - such a huge CONCRETE pain in the ass pain point wasted! Much like form follows function in architecture, creativity follows communications in marketing.
Pummel? Back office? (click image to enlarge)