That one is very easy. I simply look at what everyone else is doing and avoid doing these things. I look for inspiration in things that are great and amplify that greatness in a way I find novel and inspiring.
I certainly am familiar with commercial art creativity and have no sympathy for it because it is not art. I know how art is done in commercial settings and it is impossible to have a singular vision imprinted on work done by many artists and producers and competing interests,
Sometimes there are glimpses of beauty in commercial art which soon enough get veiled over by commercial interests and prevailing opinions.
Often I pick a small idea and develop it gradually in a direction that I think leads to a more beautiful outcome. It is a mistake to not do beautiful work. Whenever I spot something beautiful I develop it in that direction and remove the flaws gradually.
Work has to make sense holistically and answer the Why? question well. Why this shape? Why this location or space? Why these colors and ultimately is the work saying something new to the world, in a beautiful way?