It's one of those things that came out of conversation with people at W. We were talking at a party and I said, "Whenever you do these cover stories you do an interview and a picture." I said, "There's no story. I don't have a story. I live in New York. I have two kids. I'm married. It's so boring. Maybe we can do something else." They called me back and said, "We want to do this thing with narrative photography where basically you are shot in these (fictional) stories by three different photographers - their idea of a mini-movie." I said fine and we did it in like five days. It was great. It was Mario Sorrenti, Michael Thompson and Michel Gondry. It was a lot of fun to do.