Instead of Manufacturing Hype, Just Start Doing Great Work

I got a call to do some filming for a marketing agency in Los Angeles. I had the date open and it sounded interesting, so I decided to go. The filming took place in a Beverly Hills mansion, probably the largest single-person home I’ve ever been in. On the way in I waved awkwardly to the car valet who was hosing down a Porsche, then said hello to the personal chef chopping vegetables in the kitchen.

All over the studio, which looked vaguely like what I’d imagine a porn set to resemble, there...