When they stepped into the arena, I talked to them and felt them out and tried to bring out their personalities rather than having any plans. We tried different versions until it grew into something that felt not staged but that this is really this person doing what they do. Gary and Lance are great. They listen to what you say and have a lot of cool ideas themselves, the way it should be when advertising is fun to work with. You could so easily think we must go somewhere else or think of something new, but it's good to be contrived or contained by a formula and be creative within that.
LA is weird.
It's very different from anything I've seen. Every day there's an interesting moment, that' s how that works. Here there is a veil over what people have to say. The other thing is this is like a village, and I am used to city life. Everyone knows each other here.