This was a unique project from the start — the entire spot was built around the iconic Phil Collins track, "In the Air Tonight." With that legendary drum fill as our anchor point, we knew the transition from the dusty world to the clean world had to hit with precision. That meant establishing the tone, texture, and stakes of the "dust" world in under 15 seconds, and delivering the payoff — the pristine, clean world and the endcard — in even less time.

With such an ethereal, atmospheric track driving the pace, the challenge became clear: less is more. Every shot had to count. Every moment had to earn its place. We only got one beat with each character — and it had to land.

In the end, the spot struck just the right balance between story and product. And let’s be honest — getting to cut to that drum break? Doesn’t get much better.