Working closely with our friends at E! Entertainment and production company Moving Parts, we combined live-action footage of E! reality stars and network personalities (yes, even Ice-T!) to visualize the channel’s new slogan and set it to some seriously catchy beats. Fortunately, we had the foresight to invest in Kleenex Corp prior to the shoot, offsetting the cost of the immeasurable number of tissues used to dry our tears while directing, and being directed by, the legendary Joan Rivers.