To keep a natural lifestyle feel to the ads, group creative director Joe Kayser, art director on the campaign, said real people were cast for the print, shot by Bill Zelman, and the spots, directed by Joaquin Baca-Asay of Park Pictures. “We wanted to film real people doing real things,” said Kayser, who used the hands of cast and crew, even his own, to create the heart framing. “[The idea] was show us what people love to see, let’s pretend we’re the eyes of 90 different people.”
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