The brief: create a documentary about the experiences of 60 disadvantaged kids, attending a Tim Horton Children’s Foundation winter camp. We were given 1 day to capture any impact the 2 1/2-day experience might have. We decided it wasn’t enough time, calculated how long the kids would be there, and developed the concept of “50 hours to discovery”. So instead of being there for just 12 hours, we videotaped the kids for a total of 4 days — both before and during camp. The video went viral, and became a powerful, moving testament to the Foundation’s great work.