Take Stink Studio’s Executive Producer Omid Fatemi, for example. He’s behind the TUMI x Chris Pratt spot, which is simple on the surface, yet infinitely effective—a funny film about a man packing for his first trip to Hong Kong. Of course, it helps to have Chris Pratt as your talent—but, there’s so much more to this project than that. And that’s where Omid’s magic tricks come in.