WHIT FRIESE 

I've been so fortunate to work with so many talented people across all  areas of creative. One of my favorite experiences was working with director John Madden. We had asked John to direct a Coca-Cola spot. The commercial was a simple idea illustrating what it's like to taste a Coca-Cola for the first time. After months of pre-production, we found a remote village in Morocco where the children had never had Coca-Cola. We filmed as a young boy tasted Coke for the first time. The footage was amazing, but with so much great stuff, we we're lost in how to edit the story. I called John, who was now in pre-production of a movie, and asked if he could take a swing at the :60. He sent us back a perfect story and we never changed a frame.