Take One turns the player into a film set. The video waits behind a full-frame clapperboard, and pressing play slams it shut.
The set stays on during the film. Chapters become numbered scenes, and each new scene gets its own small clap. Time runs as a camera timecode, volume...
I like to threaten people with cake. Misbehave and you get a slice.
Then I took the threat seriously and made the ad for it. Pirates firing cakes from cannons at a merchant ship, until the crew surrenders after the first taste of cream. Three acts, 46 seconds, for a bakery that...