Everybody knows that White Balance is setting the right color temperature in Kelvin. Well, not quite. You should also care about the tint of your image in order to get to the white point that you want. And that's not necessarily "the correct point", but actually a point at which your photo is looking awesome.

Here's the video regarding using WB creatively: http://SmokingStrobes.com/postcard-blue

Photo: Yumiko as princess Kikyou from Inu Yasha, watching the Jewel of Four Souls exploding in the sky... in the light of a speedlight with a CTO gel :-)