"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 suggesting that he values creativity and the challenges that come with it more than the commercial necessities of a project. He is implying that he would rather focus on the creative aspects of a project than the commercial aspects. This could mean that he is more interested in the artistic and creative elements of a project than the financial and business elements. He is suggesting that he values the creative process more than the commercial process. This could be interpreted as a statement of his personal values and beliefs, that creativity is more important than money. He is suggesting that he would rather focus on the creative aspects of a project than the commercial aspects, and that he values creativity more than money.