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

It's a very different experience shooting in 3-D because the camera rigs are so large. Everything we've become accustomed to in the last ten years as filmmakers, which is cameras getting smaller and smaller and you can just throw them on your shoulder and stick them in a car and do whatever you want, you can't do any of that now. You're forced to put things on dollies and track and cranes.

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 never really thought I went away because I've written all of the movies and I'm produced them all and certainly provided services about and beyond the average producer on two and three. I was on set most of the films and called action and cut a lot of times and did all that good stuff.

We've been working on the visual effects for a year, so we're trying to raise the bar. Stuff will absolutely come out at the screen, but it will absolutely not look as bad as that tire in Final Destination.

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.

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