It’s always a challenge to give a commercial a true cinematic feel when it comes to editorial, as you want to allow moments to play out but have severe time constraints. In this case, we did not need to waste time on a lengthy set up as the art direction and cinematography did a lot of heavy lifting in immediately communicating to the viewer the type of techno-noir story we were telling. This allowed the editing to focus on the subtle interactions between the characters--their eyes, their breathing, their small gestures, which all worked together to convey the belief that our main character was about to embark on something dire and dangerous. That anticipation was essential to sell the humorous pay off that his mission was just a mundane trip to the grocery store for bread.