“You start with trying to learn as much as you can about the property. Then try to figure out what it is that you have that nobody else has. Like, why am I going to your film? What do you have that I can’t get anywhere else? [You also have to] stay true to the story, especially these days. In advertising I don’t think you can be disingenuous at all. With social media and the speed of communication you have to be really honest and up front about what you have with your property and be true to the story.

So it’s all that and then trying to figure out an interesting and compelling way to communicate that. And that’s the hard part. A lot of times we’re coming into the process a little bit late and other people have been living with the story or the property for a lot longer than we have, so they’re much more intimate with it. So part of it is trying to glean that information out of those who are most knowledgeable about it.”

- Neil Kellerhouse on his design technique