We were approached to develop four 15-second commercial spots for the clothing store Today’s Man. The budget was limited and the deadline was deadly. We set limitations for ourselves along the way, using one typeface and only those graphic elements that supported the message. We began by laying out the end frame of each spot that had text and working backwards. Throughout the process, we wanted to make sure the spots didn’t feel like a move trailer, so the animation to the movements of all the elements were kept subtle—no three-dimensional flying type or crazy texture blurs.