Alejandra Bodden writes;

The panel consisted of Ron Richards (Director of Business Development at Image Comics) as the moderator, and panelists: Tim Seeley (REVIVAL), Antony Johnston (UMBRAL), Joshua Williamson (Ghosted), artist Wes Craig (DEADLY CLASS), Glen Brunswick (REALITY CHECK), Ales Kot (ZERO), and Kieron Gillen (THREE).

To start, Richards asked the panelists how their ideas began. Brunswick said that as everyone that lives in Los Angeles, he was stuck in traffic and wondering how it would change his life, what would happen if a creation of his came to life and what kind of problems it would create. That is how REALITY CHECK started—which is about a comic book writer/artist whose creation comes to life; it is this Batman-like vigilante who is "more interested in his libido than he is in fighting justice."

For REVIVAL, Tim Seeley invented a genre: Rural Noir. As for Williamson, he explained that GHOSTED came from his interest in both the horror and crime genres; and compared it to an Ocean's Eleven con story set on a haunted house instead of a casino, so the idea behind it is stealing a ghost and how the characters would go about that. As for Ales Kot, he said he wanted to create a different world that could be built up on an issue to issue basis.

They discussed their process of creation and how they first go about developing their ideas, and Richards asked them if they do research and how much, if they do. Wes answered: "a lot." He explained that he had to look for references, as an artist, on the 80's and the styles back then; that despite that world being their own creation it still has to be coherent and make sense. Seeley, on the other hand, said he does research every time he goes back to his old town for either Christmas or Thanksgiving. Williamson, though, said he doesn't do much research.

Kot said research never stops for him and Brunswick said he usually gets carried away when researching. Then Richards asked them what tools they use for research, to which most of them agreed on the internet, except for Gillen who said he is old fashioned and likes to use books.

It was a very interesting discussion to witness, for someone who would like to go into the business someday, because one could see how each person goes about their individual creative process.