We approach our web and viral work in exactly the same way as we approach all our other work.
You have to be aware of the slight differences in the viewing environment but; Fundamentally, if it’s comedy it has to be funny, if it’s drama it has to be intriguing, and if it’s beauty it has to look gorgeous. And it should always be director led.
It’s fun not having to go through Clearcast all the time, but all clients monitor themselves to a certain extent.
There’s nowhere to hide in a viral world because people will only watch them if they’re good.