Markus McFeely highlighted in his commentary on Avengers: Infinity War that scenes should serve multiple functions beyond merely advancing the plot. This principle helps screenwriters and designers alike to craft more impactful outcomes. Just as a meal can do more than simply quell hunger—by providing energy or nourishment—strategic design means making choices that resonate beyond the immediate need. Design and strategy are intertwined, where intentional choices determine whether a solution is merely functional or effectively suited to context and emotion.
Scenes need to do more than one thing.
Design is doing something on purpose. Strategy is having an opinion. These two things go hand-in-hand.
When a scene is only about one thing, the best you can make is a wireframe.
A homepage hero can grab attention, but it can also set the emotional tone for the rest of the site experience.
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