Working with the Design and CG teams at The Mill, I developed a full director’s treatment for Safeway.  While we didn’t win, it was a great exploration.  Our approach was to generate a “paper” world in CG. The idea was that paper coupons were no longer needed in the world since Safeway was creating an app to do away with them.  The agency decided they actually wanted to create it for real, in camera.  Oh well!