Working with the talented creative team from Saatchi & Sattchi London we recently directed this new spot for Guinness. Featuring the slam skills of poetic performer Ainsley Burrows, the spot presents a powerfully narrated first-person story of one man's journey to greatness. We shot the film on location in a stark New Jersey warehouse. We felt pretty strongly that featuring Ainsley in this type of space would bring in some important texture, personality and grit -- and also that it provided an interesting visual metaphor for the "theater of his mind." We then integrated flourishing elements to illustrate the poems narrative. At first appearing as a flowing atmospheric trail following the artist, shapes organically materialize, symbolizing many different images of time, travel, growth, freedom and more. Ultimately this spot is all about poetry and an abstract feeling and we worked to turn the realism of the shots into a spiritually heightened visual experience.