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When the agency producer called and said that the client wanted to do some sequels to the smash (please, everything is relative) hit, "Freight", I was humbled, psyched and a little bit intimidated by the challenge. How were we going to top ourselves and deliver in a way that was fresh and compelling, yet keeping the key elements that worked so well the first time around? The answer was all around us, in the very environment itself. Actually, that was the message contained in the spots so I'd needn't have worried. My job, as ever, was to make the script and the storyboard come alive.

My LA-based producer, Sharon Morov did an awesome job pulling together some really nice behind the scenes talent, a lot of whom I'd worked with on prior projects and things went beautifully. The on-screen talent were non actors who'd never been in front of film cameras before but they pulled it off with style. It's never an easy task expecting novices to feel fully comfortable reciting lines while a full production crew and clients look on but I've been fairly fortunate in my career directing them and not because I have some magic elixir in my pocket. Although the ritual sacrificing of chickens under a crescent moon has its fans.

Client: Association of American Railroads / Ogilvy Public Relations Worldwide