As Director, I talked through the creative brief, what we are trying to achieve. To have contradicting images to the words, however also adding our own unique twist by having one constant actor showing up trying to actually do what the words are showing e.g. a field with a nice ambience, birds chirping, and then the camera pans to Jack who will let out a wonderful screech, the only sound except for the pleasant ambient sounds, and be off in the distance so that you don’t really hear it that much. Other contradictory acts will be like trying to throw some rubbish in the bin, missing, that rubbish being the only rubbish on the ground, then being a good citizen and actually picking it up and putting it in the bin. Nick liked all this and reiterated that the overall approach to this is entirely saying one thing and showing another, humorously and beautifully, that’s the point, and we are getting that point and showing it very well.