When I was at university we were given a project to design and animate some TV idents (the five second bits in between TV shows that say "BBC 1", "HBO" or whatever). One tutor advised us to turn a TV on and see what was currently being produced. The other tutor advised us to stay away from the TV, to intentionally avoid it.
One tutor wanted us to see what an ident should do and what the latest trends were. The other dreamed that we might create something outside what had been done before.
My dream is the same as the second tutor. And my hope is that End The Echo might help.