Commercials are also any opportunity to meet new crew and work with new kind of rigs. You can explore working with different people without having to make the full commitment of having to do an entire feature film with them and see whether you like them. Also it's great for testing out new equipment, like on the last spot we just did, I used a lot of drone technology, really cutting edge drone stuff, more than I've ever done before, and it worked out really really well.

My approach has always been to put 100% into the movie I'm making right now. I think sometimes filmmakers put too much thought into the grand franchise they're going to build. And guess what? If the first movie doesn't work there is no franchise, so I'm always concentrated on making the best, best possible movie right now.

I think, as a filmmaker, my style of filmmaking is very well-suited to 3-D anyway, so it's not like I'm having to change a huge amount of the way I shoot to work in 3-D. I think you could probably dimensionalize some of my movies and they would make very good 3-D films.

I had this movie, Death Race, that was a passion project for me that I'd had in development for almost ten years.

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.

When people see what real 3D looks like, they'll go, "Oh, that's why I spend an extra $5 a cinema ticket. That's worth it!"

The first job I did was Volkswagen, we shot it in Long Beach, and it was like they won multiple awards with it and they were super excited about it and that kind of launched me into the world of commercials. Still most of what I do is car-related stuff.