Same with interviewing/take-home/whiteboard. It is just a better realistic view of the company. It not only makes it a "wow us" for the worker to the workplace, it is also the workplace to the worker. It is a two way street with a more realistic sample. It also reduces the friction of locked in employment.
Creative/programming/product/design are all creative fields, most projects/products like that have more flex/contractor style arrangements based on projects/products not necessarily the company such as movies, music, books, etc. Most of my career has been in games/interactive/agency style projects/products so it may make more sense there.
You can't judge creativity and product shipping capabilities with a take-home/whiteboard/interview very well. The sample is much smaller. The better way is the body of work and a real test that is longer or closer to the actual work and timeframes.