Joe Wright, creative director/partner at Trollbà¤ck + Company, steps up to answer Five Questions.
1. What are you working on today?
I am in LA directing live action for a four-spot car campaign.
2. What have you found is the best tool or innovation that has come out in the last year?
Most things Apple.
3. The project (film, television, commercial, or music video) that most impressed you in the last year? Why?
The Office (UK version) because it's brutal, awkward, funny and touching all at the same time.
4. The best or favorite project that you worked on in the past year? Why?
A spot I directed for Nike called "Sasquatch." This project was great for a number of reasons. First, as a company, we were responsible for everything: the concept, shoot, post and music. The client gave me complete creative freedom, which made a huge difference. Secondly, the time frame was so crazy (from initial concept to shoot was under a week!). Sometimes it's great to have a very quick project, one where there's no time for over-thinking. You have to really believe in the idea and trust your instincts.
5. Name the top 4 artists on your iPod.
Bloc Party

The Postal Service
Jose Gonzalez
The Kinks
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Recent Project
MetLife "If", a :60 and :30 cutdown, is a 2D-animated spot where the copy is conceptually visualized by various graphic interpretations of "ifs". "Ifs" are realized as handwriting, computer type, print type, etc. The magic of these "ifs" comes from the transitions between each, where one "if" concept morphs into the next.

The agency came to us with pages and pages of ideas for how they might translate their copy into design "ifs". We worked closely with them to edit their ideas and develop new ones.
Jakob Trollbà¤ck and Joe Wright both served as Creative Directors.
Michael Darmanin and Ian Freeman designed, animated and edited the spot.