An ad agency in Chicago, Closerlook, won a Cannes Lion for a Vyvgart documentary highlighting the lives of people who received treatment. My partner, Norbert de Laclos, and I were brought in to create TV spots on the level of the documentary.

Good ideas always are based on an insight. Here were a few of ours.

1) What if we made what you were looking at during the fair balance part of the commercial as interesting as the story part.

2) People love pictures, especially when they're in them.

3) Sure pictures of people can be interesting. But what's really interesting are the scenes from the Harry Potter movies where the students walk up the stairs to the dormitories and the pictures come to life, jumping from scene to scene.

Inspiration comes from the strangest places.