Directed by Traktor, whose style is largely performance driven, the campaign takes a fantastical look at disparate Ebay customers passionately competing for a variety of desirable items, from an Evel Knievel lunchbox to a bright red sports car. Since Traktor had total freedom to shoot without technical restraints, a priority for The Mill was the collection of on-set data, such as camera height, lighting, texture reference, scale, and other parameters. Careful surveying of the sets allowed The Mill team to rebuild precisely what was necessary.

The Mill team had to create crowds, such as those surrounding the action in 'Dog Race' and 'Hail Mary.' VFX Supervisor Aron Hjartarson travelled to various stadiums, working with Traktor to determine, shot-by-shot, which areas had to be shot as live-action and which could be populated with CG. 'We had to be as unobtrusive as possible, letting the director of photography Ben Seresin shoot the crowds as if they were really there,' Hjartarson explains. 'Rather than shooting lock-off, the camera was always on the move, following the fast-paced action with a tight lens and lots of visual impact to make the end result more authentic.'