Apex. Kevin explains that after they shot the footage, he went back to the office with Elizabeth to work, while the rest of the slackers went back to "get some rest for the next day," meaning "eat, drink, and shit-talk Elizabeth." In the room where he and Elizabeth go to work, she says that she's being haunted by the idea that they're going about it the wrong way, and it's making it hard for her to work. ("Stifling [her] creativity," even, because Elizabeth only talks in clichés, as you may be noticing.) She says in an interview that ultimately, she wasn't willing to do a campaign she thought sucked, so she found herself having second thoughts. (It's not the second thoughts that will kill you, you know. It's the third, fourth, and especially fifth ones.) Kevin tells Elizabeth that if she's not happy with the campaign, she's not going to be able to hold the creative team responsible for how bad it is -- "it's going to be on [her]." He tells her that he's willing to stay and help her come up with something else that she's more comfortable with. She says yes, and says she'd appreciate the help.
Later, Kevin and Elizabeth are still working. He brings up the idea of contrasting a guy saying he's not excited about what he's currently doing with the footage of the helicopter guys and stuff. Elizabeth says she loves that idea. She interviews that the idea she and Kevin came up with was "about getting a hip, great job," rather than about keeping everyone in the city from dying in a sea of fire. "Scare tactics don't work," she says. "We cannot be about military." As she and Kevin leave, she tells him she knows she's going to make enemies when the rest of the team finds out she's changing it. "You still reserve the right to do whatever you need to do," Kevin says to her, neglecting to add the critical qualifier, "within reason," as he will later wish he had done. "I'm not going to change my mind," she says. "I was so not happy with the original."
The next morning, everybody's up early, and Kevin says that he feels like he and Elizabeth "turned a corner" with the project, and he feels much more positive. "I think what we developed is good," he says, "and hopefully, the team will see it our way." What was interesting at this point was that I felt like Kevin was admitting that he hadn't been crazy about the terrorism-centered stuff that Raj and Chris had come up with either, and part of him was relieved that Elizabeth had, in her own watery way, gotten it changed. It all looked so promising at this point, didn't it?