A theme is the coat. A concept is the skeleton.
A theme is, for example, Gatsby, Casino Royale or Space Night: a title, a colour, a mood. A concept has a message, a mechanism and a narrative thread that fits your company and your moment.
If you look at the wrong examples for inspiration, you copy the coat and forget the skeleton. The simplest check: take the name off your concept. Is there still something there that means something to the audience? Then you have a concept. Is there nothing? Then you only had a theme.
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