"Fisherman" tells the story of a mass of people in a city inexorably drawn to a Renault being used as bait by a giant fisherman waiting in the hills. Production company Psyop collaborated closely with Publicis Paris to enhance the script, focusing on the story and the magical details of the world that bring that story to life. With sister company MassMarket, Psyop focused on creating a seamless blend between live action and CGI. Almost every scene from the spot was digitally enhanced to create a magical world. The giant was brought to life through a combination of live action and CGI enhancement -- the living, breathing world of his hat, for example, was created fully in CGI.