It was a Friday night around 8 pm and the film for Pepsi's Spike Lee-helmed Super Bowl spot, "Diner", was being transferred when the agency AD informed Fred Ruckel, CD and inferno artist at LA's Stitch Motion Graphics, that he had to add birds to a scene. "I honestly thought he was kidding," recalls Ruckel. Looking for "a dream look and not too campy," he went to Getty online, found some blue-screen images, downloaded high-res, non-watermarked digital clips, re-animated and composited them into the scene. Given time, he might have modeled a 3D bird rather than spending $8,000 US on a year's rights to two shots. But in this case, stock was "invaluable". The agency briefly complained the 'tweet tweet' sound effects didn't match Ruckel's doves, but kept them in anyway.