The budget was miniscule. The challenge: to give Crystal Geyser a personality, was huge. I called up a friend with the biggest personality I knew. Hired him to be “The Water Guy.” Myself and a tiny crew ran around San Francisco filming our new spokesman and his homemade water pack as he introduced Crystal Geyser to random people. Crystal Geyser sales rocketed. And my friend became a neighborhood celeb–and the currently stars as Big Baby in Cirque du Soleil’s Mystere.