3D really altered the way I shot the movie completely, and it was exciting because, after 20 years of filmmaking, I felt like I was making my first movie, all over again.

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'm a very collaborative person, so that's not the way I work any way. Once VW got over the idea that I was going to blow their cars up, then we shot the thing really fast and it came out really good. Like I said, it won a bunch of awards and that really was the start of working in commercials.

Interestingly it's when you come to the comedy, that's where a lot of the discussion is. It's like ten people sitting around talking about what is funny. "Is that funny? Is that funnier than that? Is this slightly funnier than this?" I guess that's what it's like when you're making a comedy movie as well, you just have to sit around talking seriously about the nature of comedy.

I really believe in 3-D. I really think it is the wave of the future for cinema.

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!"

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.