In July 2020 the LA Times ran a piece asking why Hollywood hadn’t managed a decent “wear the damn mask” campaign. I had an answer by the end of the week. American superheroes mask up (because that is precisely what they do).

I took the idea to WarnerMedia and handed it over. Their in-house studio, 10th Street Productions, produced it pro bono. Nobody paid for the idea. That was rather the point.