We’ve been working with Wittner for a while, and we’ve been doing a range of things for them that you might not realise we do at If You Build It, like media buying! We’ve also been doing some classic design and photography work for a whole range of print and advertising materials that they’ve been putting out over the last couple of years. Shoes have personality, or at least the personality we want to see in them (much like cats) and so we needed to showcase the individuality of each of Wittner’s new range of shoes. That’s how this advertising campaign came about? Are you a technic, a tranquil or a bollywood?