“We take a very sticky element out of the movie or TV show and we put it into real life,” he says. The filmmaker used to create parody commercials for Saturday Night Live, so he has years of world-class experience zeroing in on just what makes a particular property tick. It’s a real casual process.” Of course, it’s really not as easy as that. Where does one begin to come up with the concept for a viral video? “We just kind of shoot the s***,” Percelay says. Men at work (Photo: Emon Hassan/Thinkmodo)
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