So, according to Simone, creativity is something to be pursued. It’s not necessarily easy or even always fun; it comes as the result of working hard at doing nothing. In an industry where stacking up briefs back-to-back and running around from one meeting to the next has become the norm, perhaps we could all take a leaf out of Simone’s book. “In some ways, it’s a lot easier to be creative if you have a brief,” she muses. “But I also think there’s another type of creativity that’s just giving yourself time and space to explore whatever it is that you find intriguing. And, for me, that’s when I come up with things that feel bigger or more important.”

For her, practically, this means scheduling in time to do menial tasks, like sorting screws in her studio for three hours, and placing as much importance on this as the talk you need to prepare for, the contract you need to sign, the email you need to reply to. “It’s a weird combination of free, unrestricted creativity and discipline,” she says.

It’s interesting to consider that the majority of Simone’s work cannot be done at a computer. She has her YouTube channel to upload to and her nearly 900,000 combined Twitter and Instagram followers to keep updated, but in order to do so, she has to make stuff, out of materials and using tools. As her workload has increased, it’s something that could be – and sometimes is – handed over to someone else, someone with more skills who can do it quicker and in a more cost-effective way. “But I really try to fiercely protect my build time,” she tells us, because ultimately she understands its value.

Just this month, Simone unleashed a new creation to the world: the rat trap phone case, because “I need to use my phone less,” she wrote on Instagram. It feels like the perfect object through which to see Simone’s practice for what it is. It’s silly and, often, really quite funny, but when you take a step back there’s something genuine to be learned: get off your phone and do something. Get bored on purpose, allow your mind to wander by alphabetising your books or clearing out your spice draw – anything – and you might just come up with something brilliant. Just don’t reach for your phone, because, if you do, the consequences are going to hurt. A lot.