Maybe John K should have come back with the very same ideas he had before the meeting, but presenting them the way the executives wanted. So, say for the first drawing shown in the blog entry, he could say "I thought about the forest "arena". In forests, there are bears, and fairy tales usually take place on a forest, so I though about Red Riding Hood. I felt wacky so I gave her a third leg." ... For the second drawing in the blog: "Another "arena" I thought of is the city. Dogs are funny creatures that live in a city. Superheroes stories are often set in cities, so I made a superhero dog"...
Has nothing to do with a desert or Casablanca but, after all, the executives said "Well of course John's the character guy. We don't wanna dictate to you what kind of character or which actor to use- you bring us your ideas!" ... "don't let us influence you! We want to hear YOUR ideas!" So there's no problem ignoring the whole desert/Casablanca thing.