The initial concept was to create a creature with a sinister look but which still had very slight 'cute' aspect to it. I wanted the sculpt to also look a little unsettling.
The initial idea came from watching the second Pirates of the Caribbean and seeing Davey Jones which was an amazing creation. I therefore had to make sure whatever I came up with looked as cool as that but didn't actually look like I'd plagiarised the idea! I went through several initial designs.
Once I'd decided on an idea I got on with sculpting the full maquette. Further details on the process can be found in the Sculpting Tutorial.