For this Amazon Fire TV spot, we actually put real couples in front of a real couples’ counselor and got them to open up about their relationships. In addition to pleasing all the creative and financial stakeholders who were involved, it was also incredibly important to me to make the couples feel comfortable and not to trivialize therapy.

We took our time with the therapy, spending hours with each couple, exploring some real issues (that were mostly cut out of the video) and giving plenty of time for our couples and therapist to develop a rapport. The end result was a video I’m very proud of that received an overwhelmingly positive response on social, including 2.8MM views, 8k likes, and 4k shares.