Rich and Tone Talauega are “two of the most sought-after choreographers for television commercials, which makes them two of the most important and influential choreographers in the world: in the course of just 30 seconds, their work will reach millions of people, far more than ever see even the most successful theatrical dance production. And for their labors they’re paid far more than a theatrical production could manage: upwards of $3,000 a day.”