Apart from a couple of traditional tricks done in-camera, The Mill worked on virtually every scene. But the spot's standout moment is surely a great scene involving a JCPenney-dressed office worker teleporting via a phone booth. Shot in a wide public square, the multi-plate scene required extensive choreography for the passersby, along with a rigged phone booth whose sides get pulled away just as a rig-removed crane drops a cascade of water onto it. In post-production The Mill 2D team reversed this water shot to give the illusion of water erupting upwards out of the booth. That's one way to make a splash in advertising. Sheer magic.