Deutsch LA asked The Buddy Group to bring their vision of fans gone crazy to life.

The concept: one fan lowers a fellow fan to the grab the Sony PSP with Madden '09 on it. It was up to us to figure out how to make it work seamlessly between two ad units.

Our solution: A video shoot on our green screen stage and a second shoot on our big stage. We had scaffolding up to the ceiling, stuntmen and a full crew to lower the actor 12 feet to grab the device. Then it was up to our team of designers and developers to put the videos into a stadium setting.

The result: An eye-catching ad unit that truly conveyed that: "a real fan would do anything to get one."