When you're writing it's a very solitary job. It's you and your word processor and a cup of tea. It's nice- that again, is another nice thing about being able to do commercials is, you can get out of the house and chase high speed cars around for a few days and then by the time you go back, you're kind of re-infused to write.

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.

When you're writing it's a very solitary job. It's you and your word processor and a cup of tea. It's nice- that again, is another nice thing about being able to do commercials is, you can get out of the house and chase high speed cars around for a few days and then by the time you go back, you're kind of re-infused to write.

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.

So each of the commercials- basically it's an action movie cliché. "Bus" is very much inspired by Speed obviously, where you have a high-jacked out of control bus, and you have heroes who are trying to jump from a moving vehicle to the bus and they just can't do it because the moving vehicle can't get close enough, because all these VW cars have this distancing technology, which is really fantastic.

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

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