Menards wanted to showcase a number of their Mastercraft steel doors, on a number of homes, during a variety of seasons. Before my arrival, Bolin sold Menards an idea impossible to deliver within budget - a CGI world that would have made JJ Abrams proud. I was asked to help solve the problem. Justin Zweig and I locked ourselves in a room and threw ideas at the wall. Inspired by a recent Gasket project, we found our solution. We’d combine stock photographs, computer generated renderings, live footage and a modest amount of CGI.

The spot is OK. I don’t include it here because its visually stunning or emotionally stirring. I include it because its an example of how quick, creative thinking can solve a problem. A big problem.