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.

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

The other video game adaptation I did was Mortal Kombat, and I did that because I loved playing the games in the arcade. I play all of the Resident Evil games because I'm very much immersed in that world.

Oh, yeah. A big part of my job is drinking martinis when I work in advertising.

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.

What makes a mockery of a lot of these 3D conversions, where they're shot in 2D and converted to 3D. Having laid a real 3D movie, you realize that it's right in the production design. You design sets that enhance the 3D and you design interactive elements, like the rain or smoke. If you're shooting 2D, you don't know about that.

I think 3-D across the board both in a home format and cinema is, it's going to be very big.