Every year, Winterfresh goes wild with a new display on the Wrigley Jumbotron in New York City. The traffic they get is huge, and very much a part of the whole Times Square phenomenon. And the charming people at Clear Channel who manage the site were ecstatic - "the best thing we have put on any of our signs".

This was a challenging and exciting project completed for my friends at EVB, who storyboarded the three spots. We shot all the live action on a soundstage in Pleasanton with talent scouted on the streets of San Francisco. I was on set to consult with the director, camera operators and gaffers to make sure we could work with the footage captured, before turning it into a freestyling, ice-breathing dragon of a campaign.