The commercial was filmed primarily at the Fairmont Royal York in Toronto. We had access to the commercial's sets and actors, but only in fifteen- and twenty-minute windows per concept. So every shot, setup, and take had to be planned in advance. Working methodically let me capture each concept with enough coverage for the edit without burning takes. Some pieces demanded improvisation: for Denied, the window dropped from twenty minutes to five, and I reworked the shot list on the spot.