Anomaly Founder and Global Chief Creative Officer Mike Byrne is no stranger to creating kickass commercials for sneakers; he’s been doing so for more than a decade.

In the latest instalment of ADC’s Behind The Cube, we had the pleasure to chat with Mike about just two of the most prominent athletic spots in his personal portfolio. First up, he talks about “Lunch Money”, a bold new commercial for Converse, created at Anomaly. Mike discusses the challenges of aerial shooting with a drone helicopter, particularly in a post 9/11 Newark, and what went into everything to make it “just right”.

 “The craft part’s fun, but it’s work. A lot of times people put the pen down too early.”

Second, Mike reminisces about “Tag”, the heavily awarded Wieden+Kennedy Nike spot he helped create in 2001. Mike discusses the importance of music in a video production, as well as what a great director does to improve his or her craft, versus one who simply “dials it in.”