Droid faces massive competition in the mobile category. Significantly outspent by their competitors, Droid needed to break through to consumers. And it had reason to; Droid has the longest lasting battery life in the mobile category – a full 48 hours – solving the biggest pain point plaguing consumers. Plus, Droid is durable, and stacked with handy features that can help you navigate just about anything life throws your way.

To drive that point home, the spot tells the story of 48 hours gone awry, in which Edward Norton sings karaoke, crash-lands a plane, gets hog-tied, wins a ferret, tangles with some Russians, and manages to get through it all with the help of his 48-hour Droid.

The biggest challenge was to fit all the different elements of the story into a schedule that was achievable without sacrificing anything creatively. We had to shoot day, night, underwater, stunts, and animals, and fit that with a multitude of locations around Los Angeles, all while making it work with the schedule.

We worked together to find the perfect balance between shooting on location and building practical sets to create a creatively awesome roadmap to get us there. Because of the fact that real morgues are active and difficult to shoot in, and existing sets could not allow us the shooting freedom we needed, we built a set. We also shot the underwater scene in a tank, and the jet interior was custom-built on a stage. Aside from that, everything else was shot on location. Assistant Director then worked diligently with them to create a schedule that would integrate all of the pieces together for a smooth and precise execution.

We were all really supportive with each others' visions of the film, so challenges of execution were met with a great team effort to make every bit of the story great.