As a director, you rarely get the opportunity to influence the concept. In this case, I came up with the idea that instead of the Loblaws manager simply handing out a $50 gift card to one customer, she gives them two - on the condition that they have to pass the second gift card onto another shopper in the store.

Then I was lucky enough to have a team of three nimble videographers to capture the interactions. And amazing interviews with the gift card recipients that were full of authenticity and spontaneity.

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