Lupinacci, who has been freelancing for the last five years, says the point of Anomaly is, in part, to get past the tyranny of the television commercial that dominates the advertising business. "The advertising industry believes they're in the television commercials business, but they're actually in the marketing communications business," he says. "My frustration was that no matter who briefed me, and no matter what the brief was, any idea aside from television commercials was met with resistance. There's a lot of really cool, interesting things going on. To hear the agencies say it, media diversification is this problem to be faced, but we don't see it that way."