"Not everything has to be funny," says Noam Murro of Biscuit Filmworks. Take his new stuff for Charles Schwab and its new agency, GSD&M. It's a departure from the comic work done by predecessor BBDO, Murro points out. "It's more poignant than anything else - a painful look at the dark side of brokerage houses." Seems he's been here before with his comic look at the excesses of late '90s financial advice, as seen in his recent E*Trade campaign, out of Goodby, Silverstein. Is there anything different about directing emotional work than directing comedy? "The most interesting aspect of it for me is how you build it structurally, " says Murro, who studied architecture before pursuing an advertising career as a path to filmmaking. "How do you tell a well-known story again in a way that is interesting? The struggle is to deconstruct how things are done and find a new way to bring it together again."