We were approached to produce a commercial for a new local toll road and knew right away we needed to come up with ideas. Nobody cares about a new road that will cost you money to get where you’re going. They do want to get to work faster and take the kids to school via the most direct root.

So we started there – story. Without a story to tell no one cares about you, your business or anything you want them to know. They do care about what is going on in their lives so what you share with them must be something that affects their lives directly or indirectly. That is the story you tell.