This didn't come a particularly good time since we were already enmeshed in the web of post-production.
But my partner and I are generous sorts.
We run towards problems--to solve them--not away from them.
In any event, we came through.
We came up with the idea that won the business.
And just a couple of weeks later, we found ourselves on the left coast shooting six spots.
There's nothing magical about the commercials we shot.
We took an ancient form--a side-by-side comparison and constructed it in a contemporary way.
A way that would feel modern.
And more importantly would get past the lawyers.
They aren't high concept.
But from what we hear they're working for our beleaguered client.
(I say beleaguered because their stock is down from $83 six years ago to about $20 today.)
I think they'll drive some sales.
They'll make people behave differently.
While they're changing some perceptions.
They'll make people think differently.
