We were part of the backstage crew on this campaign. We built the concept and crafted a full pre-shoot version of the spot—mainly because it was a tricky one. Since it featured real people, it needed to hit real emotions first, before aiming to move the public. So we basically did the most twisted thing of all: we created the piece using footage from other campaigns, so that when the real one got shot, it would stay true to our version—if not even more emotional.