Doug Pray has directed documentaries ranging from Hype!, about the exploitation of the grunge music scene in Seattle, to Infamy in 2005, about graffiti culture, to last year’s Surfwise, about the surfing Paskowitz family and their eccentric patriarch. Pray’s Sundance premiere Art & Copy is a scattershot look at some of the pillars of advertising including George Lois, Lee Clow, Dan Wieden, Mary Wells, David Kennedy, and the big campaigns they’ve worked on, such as Apple’s 1984, the Got Milk campaign, Nike’s “Just Do It,” and more. We talked to Pray about his planned move into narrative filmmaking, making an ad for ads, and “growing flowers in hell.”

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