I think post-production techniques have become crucial, for both TV drama and commercials. In commercials, everything is augmented quite a bit in post. You're always going for pure impact and almost sensationalism in commercial photography. You have to understand all these concepts, of course, to express your ideas more clearly. Anything you can think of, you can create.
Impossible shots are now possible.
Your imagination can really run completely free. I try to go to transfer sessions all the time. Even that technology constantly changes. You go to transfer and they always have new gadgets. It's quite amazing what is possible after the fact.