I started doing commercials in 2008 right after we released Death Race, and the reason was that I spent two years prepping Death Race and building all these custom rigs to shoot cars in the most dynamic and exciting way.

The cameras were a little twitchy, and you'd get less footage and less set-ups every day. The interesting thing about it was that you just composed images in a completely different way because we had big 3D monitors on set, and you'd wear the glasses and see the image in 3D.

There was a lot of pressure on me as a filmmaker to raise the bar and do better than before so, you know, I put a lot of thought and energy, that's for sure.

I was excited about the fourth movie I guess conceptually because, what I felt we should do it, we should try to make it a conceptual jump like Terminator did to T2. It was still the Terminator franchise, but it was something kind of bigger and grander.

I love Death Race, it's one of my favorite films. I thought, "You know what? All that two years worth of work is now gong to be wasted because I'm highly unlikely to direct another car movie straight away," and I felt at that point there was no one who was kind of better at shooting cars, so I thought rather than let it go to waste I would explore the idea of doing commercials, and that's what I did.

If you work with any new technology, you have to expect that it's going to be a little problematic.

I like alternating commercials with movies, because it keeps the pace up. You can't slack on a commercial. You need to go fast. That's a terrific piece of action, I think if that was scheduled for a movie, you'd put that in for two or three days worth of work.