For me it was important to make a film about the behavior of ignoring. I think it’s very interesting, people are constantly ignoring a lot of the things that are happening in the world and I wanted to explore this behavior in the film, but I didn’t want to make it about a specific thing. I wanted the film to be more about the behavior than necessarily about what was being ignored. I tried to think of something which could be a bit more abstract, and we had several ideas. At some point we said, “what about a pudding? That actually really works!” And when talking about it with people I always got a good reaction.