Unbalance so as to re-balance.
A too-expected image (cliché) will never seem right, even if it is.
Let nothing be changed and all be different.
Bring together things that have as yet never been brought together and did not seem predisposed to be so.
The most ordinary word, when put into place, suddenly acquires brilliance. That is the brilliance with which your images must shine.
Cinema, radio, television, magazines are a school of inattention: people look without seeing, listen in without hearing.