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The commercial superimposes the natural, untouched world of spring with a dystopian near-futuristic city that is completely depraved of all things natural. That’s why for the workers, we needed real builders in their most natural state. Men who you would trust to take on heavy work. Men scarred by rogue nails and big splinters. Men with skin leathered by the sun. Men with body hair and guts that they have cultivated over the years while their bodies have been tools for the work they have done for 30 odd years. In contrast to that, we wanted to cast an almost uniform-looking woman, completely at one with her world of concrete.