How to make a commercial about a natural calmative interesting and engaging? Use a bit of Hitchcock to show the viewer that the product seller knows how it feels to be totally stressed out, and therefore also knows how to help them. In other words, we had to interpret in words, pictures and sound, a psychological state of mind, that is usually only felt. We wanted a model or beautiful actress who could personify a state of beautiful calm and also have the acting chops to give us the ‘stressed’ emotions in the first half of the ad. The challenge in shooting was getting super close to the actress’ frantic eye. It took us a while but we got there in the end. I always try and take the viewer on a journey in my work, and I think this one came out very clear and a lot more entertaining than most ads for healthcare products.