Foxtel came to me with an urgent request for ideas on a series of 10 second idents for its Comedy Channel which I could write and direct. The catch was, I only had I overnight night to think about it. The next morning I came in and told them I’d had a revelation. ‘The Comedy Channel isn't funny.’ You should've seen their faces. Going on I clarified that the shows The Comedy Channel runs are funny, not the channel itself. So rather than try and out funny the funny guys, why not simply demonstrate that we know comedy. Then I presented this idea. Classic comedy tropes, with the funny bits missing. Then they started smiling.