How are you approaching 4K content on single screens?
We are now just starting to see budgets get into the range where we can consider producing 4K content, and our clients are investing in displays that support the higher resolution. Our approach has not changed too much in terms of the (strategic) direction we steer our clients but the manner in which we produce a spot. We now have the budget to capture higher quality imagery/video that will take advantage of our client’s investment in 4K. We want to make sure we take full advantage of that resolution, which exposes a lot of great detail of the product we are focusing on.