"And, we put a lot more value, or at least I personally put a lot more value, on the creative values and creative challenges of something than the commercial necessities"

Rowan Atkinson is recommending that he values imagination and the difficulties that included it more than the commercial requirements of a job. He is implying that he would rather concentrate on the innovative elements of a task than the industrial elements. This could indicate that he is more thinking about the artistic and innovative elements of a job than the financial and business elements. He is recommending that he values the imaginative procedure more than the commercial procedure. This might be analyzed as a declaration of his individual values and beliefs, that imagination is more vital than cash. He is suggesting that he would rather focus on the creative aspects of a project than the industrial aspects, and that he values creativity more than money.