Noam Murro, Biscuit Filmworks

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Biscuit Filmworks' Noam Murro made quite a dent in car advertising with Saturn's "Sheet Metal," Creativity's 2002 Spot of the Year, but it was just another great job for a guy who seems to be blessed with an endless succession of killer boards, and, not coincidentally, an inside track on gigs with Goodby, Silverstein. His recent jobs include dance spectaculars for eBay, docu-comedy for Sony PS2 and, our personal favorite, the Omen-inspired "Birthday," a blood-curdling tale for "Got Milk?"

What's your favorite project of the last year? "Thank you very much for putting me in a mine field. I fall in love pretty easily and have quite an intense love affair with each project. Having said that, Saturn holds a special place in my heart. I love 'Milk' too. And I also fell in love with Megan and Ashley and Tanya."

What's the most important consideration for a commercials director? "You have to know where you're going. You must have a point of view."

Name some of your influences? "How can I list that mosaic and at the same time not sound pretentious? My father, Mahler and the Jerusalem Cinematheque."

What makes you laugh? "A glimpse at myself in the mirror at 8 a.m. It would make you laugh, too."

What's your philosophy of getting great performances? "Isolating what you specifically want from an actor. Don't confuse them. Say what you want from them in the simplest possible terms. Go left. Go right. Motivation, shmotivation."

What's the most rewarding thing about your job? "Creating something new every few weeks."

What kind of project haven't you done that you want to do? "Nike's 'Tag.' "

Do you drive a Saturn? "I actually don't, but I think they're cool cars. Really."

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