“What have you been doing whilst Bells has been maturing?” was a simple idea that needed a classic interpretation with memorable images. Over thirty different vignettes needed honing down to 8 for the main 60 second commercial and another 4 for the 20’s. There were a lot of great scenarios that never made it to the final script. What was important was finding a balance of images, some sad and some comic events that mark the changes in a person's life, but all memorable.
“It was a great job, that had everything. Crowd scenes, solitary moments, comedy, funerals. We went all the way to Morrocco for one shot, but everybody knew this was right to give a real balance. We needed that sense of scope. In many ways it was also all about the casting because each vignette was barely a few seconds long and in each of those few moments the audience had to instantly be feeling the right emotion.”