What's the most exciting reel you've come across lately?
I go back to where I got my start, MTV. The opportunity for young talent is just amazing. I want to see Matt Lenski go places.

The best cost-cutting tip you've picked up over the years?
Hide in a van down the street from another advertiser's location as your director waves goodbye to his "money" clients. Once they're around the corner, rush up and bang out your stuff with their equipment, crew and location.

Your best excuse for going over budget?
"The art director just got deported."

The best or your favorite location for shooting abroad?
Whenever I go abroad there is drama: a virus nearly killed me in Madrid and a riptide sent me back toward LA while in Australia. The food was great in Spain. Spain it is.

The best lie you've ever heard?
Day of the shoot, celebrity athlete is MIA. His agent calls. "He missed his flight, but he's at the gate for the next one. It's oversold, but he's trying to buy a ticket off somebody. He'll be there. I swear." He never shows. The next day in Page Six there is a bit about our guy causing a scene on the beach in the Caribbean.

The best way to woo a client?
Male - grilled meat. Female - a spa day. Of course that has been flipped more than a few times.

The best turndown line you've ever heard?
"I'm really sorry, but his wife won't let him leave the country."

The most memorable "act of god"?
Down day adventure highlights: driving to Vegas via dirt track roads when two teenagers crash a stolen plane loaded with guns. My AD and I are put in federal custody as reporting witnesses. We were waiting for client comments during an edit and I prayed for some excitement.

The most memorable display of diplomacy?
"I'll get the shot if you get the *&^% off my set and don't come back." Guess who.

What triggers your inspiration?
Turning left when I should turn right. Oh come on! I've seen worse in this column!

Brian Cooper joined The Martin Agency in 2004. Prior to that he spent five years at Wieden + Kennedy, NY.