During the 2010 PromaxBDA Conference, Wiredrive sat down with Creative Director Chris McKenna and Executive Producer Monica Hinden from production company Wee Beastie. For McKenna and Hinden, the stronger the initial concept the smoother the execution regardless of the medium. But agencies and networks approach creating content differently. In this video, McKenna and Hinden talk about their experiences creating digital and on-air content. They point to their award-winning National Geographic and Geico co-branded work as an example of the kind of diplomatic environment that results in quality execution.