DigitasLBi chief creative officer Simon Gill has outlined some of the thinking behind his agency's work on Microsoft's Brandon Generator campaign, as part of The Drum's Dream Awards.
The campaign was a collaboration between the brand, director Edgar Wright and illustrator Tommy Lee Edwards.
On a visit to The Drum's resident psychiatrist, Dr Sarracenia, Gill described his vision.
"I was in Hollywood. I was an owl, and I drank 13 cups of coffee and I blacked out.
"Then I had this big tattooed hairy man shouting at me and he was throwing pencils. I didn't know what it meant. I felt that something was going on and I no longer had control of what was going on around me."
Dr Sarracenia then asked if Gill had considered joining a religious order.
The film is the latest in a series created by Lost Boys, featuring creative visionaries including Peter Souter of TBWA and Lida's Nicky Bullard discussing the dreams behind some of their biggest campaigns. The campaign also features photography by the renowned Julian Hanford.
In a world of multiple channels and touch points, the best marketing is still defined by brilliant creative ideas. With this in mind The Drum has launched its Dream Awards. Judged by leading industry figures including Rosie Arnold, deputy executive creative director at BBH, Guy Duncan, global creative director at Coca-Cola, and Beattie McGuinness Bungay founder Trevor Beattie, the awards will recognise creativity across a number of sectors, channels and platforms.
The deadline for the Dream Awards is Friday 19 June. To find out more and enter, visit the dedicated website.