No cubic show or experience can be run by a company whose first ethos is to sell. Be it ads or integrated retail. The model has to (not just saying this) has to endear trust for audience to interface. Think of an actor who has to do a scene that is not natural for them… As a director…If you don’t remove as many obtrusive fears or they don’t trust you … They won’t get there easily, where you need them to go. – at Colcord Pond

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