Anita Elberse

Jay Z is building a range of businesses just on the strength of his brand. Lady Gaga has formed really interesting partnerships. Justin Bieber and his manager Scooter Braun are investing in a number of different companies and also promoting them in many ways.

For the first case I did with Octone, 360 deals were not at all being talked about. And then for the follow-up case, it was the focus. I wanted to see how things were changing and what the new challenges were.

You know when Hollywood does a great big blockbuster that really wraps you up in a world, and lets you believe in extraordinary things that move you in some way, in an almost operatic sensibility? That to me is the most fun I have at the movies.