"It was quite different from anything done before," says Campfire EP Steve Wax. "It was very much like making a feature or a TV series." Directors and writers Mike Monello and Brian Clark worked with producers in real time, coordinating events around the country involving web films and actors, all the while adhering to a loose story arc that shifted according to audience responses. "It's a wonderful example of giving consumers control," says McKinney ECD David Baldwin. "The consumers have always been in control of the brand, but this is actually making them a part of the communications." As for what they dub this type of work, "We've tried calling it a 'living movie,' " says Baldwin."But right now I prefer calling it a conversation with Audi customers."