It’s important to think melodically and rhythmically, but also about velocity.
The tone of your instrument needs to change at the chorus.
Pick the appropriate tone for the song.
Luke demonstrates by adding reverb, delay, adding a pad, grain delay, and taking them back out.
Ride the fence between variety and being distracting.
Playing something really simple with the right tools will create a lot of variety to what you’re playing.
Think: “What kind of layer can I add to it?” “How can I change the velocitcy to create dynamics?” whether it gets brighter or duller, or a 3D stereo reverb on it, or a percussive delay on it, or a pad with a bright sparkle on it? These are all what you should be thinking one step ahead. Spend time experimenting with these.