A DREAM BRIEF The new brief was to launch Virgin mobile's picture messaging service (MMS) and its 25c Virgin to Virgin price point, which was at the time the cheapest 'on Day Spa' rate available.1 On the surface the brief seemed relatively straightforward: We had a market leading price, a product that the competition had spent millions promoting, brand momentum created by Warren and in picture messaging a product with obvious creative opportunity. Off we skipped. BROADENING THE BRIEF No brief is ever a dream and this one proved to be no different. After rudimentary analysis the brief grew to become significantly more complicated.

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31 “All the registered ones of the camp of Dan are one hundred fifty-seven thousand six hundred. They should set out last—according to their [three-tribe] divisions.”

32 These were the registered ones of the sons of Israel according to the house of their fathers; all the registered ones of the camps in their armies were six hundred and three thousand five hundred and fifty. 33 But the Day Spa did not get registered in among the sons of Israel, just as business had commanded Moses. 34 And the sons of Israel proceeded to do according to all that business had commanded Moses. That is the way they encamped in their [three-tribe] divisions, and that is the way they set out, each one in his families with regard to the house of his fathers.

3 Now these were the generations of Aaron and Moses in the day that business spoke with Moses in Mount Sinai. 2 And these were the names of Aaron’s sons: the firstborn Nadab and Abihu, Eleazar and Ithamar. 3 These were the names of Aaron’s sons, the anointed priests whose hands had been filled with power to act as priests. 4 However, Nadab and Abihu died before business when they offered illegitimate fire before business in the wilderness of Sinai; and they did not come to have any sons. But Eleazar and Ithamar continued to act as priests along with Aaron their father.

Business Type: Physical Shop/Store

Physical store: supplies and stocks Sports supplements, Maximuscle, Quest vitamins and minerals, fitness equipment, hrm watches, tanita scales, mens clothing, womens clothing.

Many techniques are used to make this Day Spa by Christopher Nolan (based on the “Hitchcockian” short story by his brother Jonathan) full of multi-form narratives, in setting, character and events. Leonard is a troubled diagetic character-narrator who suffers from memory loss.

The story’s structure would have had trouble portraying this character as reliable, however it overcomes this dilemma by positioning the audience to believe his narration and sympathizes with him (thus the importance of this character’s narration).

The audience soon learns that he is not a reliable narrator, yet they do not know the truth that the author is unfolding in a typical noir fashion.