This campaign started as print and we saw the posters all over London. It was one of those occasions where you think “wow, that's amazing, I wish I'd been involved” and then Weiden & Kennedy got in touch and wanted us to do the TV. Working in advertising is usually like God taking a massive shit on all your dreams but this project went right from start to finish. It had the support of competent, insightful, creative people at the agency who's input enhanced the project rather than their egos. It was unusual, kind of strange, and an absolute pleasure to work on.