I love gifs. I disovered while making these spots that they aren't the unfortunate by-product of our attention-deficit culture that I thought they were. Gifs are tiny magic moment pearls hidden inside everyday life. Before gifs, most of those moments zoomed by us unnoticed. Now we can catch them on our smartphones and tablets and immortalize them. It's what makes the gif the perfect medium for an ad campaign about how easy it is these days to share the best of yourself.