If you don't already know who Albert Watson is: get introduced.
If you already admire his work be prepared to dive deeper into the entire creative process of an ad campaign and how Watson thinks about what a photograph can be, and how he and a crew of assistants, stylists, set builders, art directors and creative directors.
It all starts with an idea...
It is also a well done short documentary.
http://www.aphotoeditor.com/2012/07/31/albert-watson-documentary/#comment-138734