The conceptualization was done by the staff of GlobalHue, who are fine artists themselves. Thus, the spots were made more realistic and compelling by that fact. Since they wanted to capture a specific market for the Jeep Liberty, it is important for the spots to be felt with honesty and authenticity. Thus, Benson spent a lot of time interviewing painters and street artists. This helped him in the casting and art direction. Such that, the actual shoot for the spots really flowed, as in real life