The implementation of the Bixenon cinema concept was a logistical nightmare, however the media team’s hard work and persistence made it happen. A lighting technician was sourced as the timing of the lights and brightness thereof was key to the commercial’s success. It also required negotiation with the media owner to splice the commercial in and out of the show reels, thus ensuring it coincided with the use of the lighting technician. The media team was instrumental in negotiating costs – something that almost prevented the campaign from happening. Therefore, without the media team, the ad would not have come to fruition.