The thing that’s hard to imagine sitting at home watching Super Bowl commercials is just how much work and manpower goes on behind the scenes of a 30-second clip.

“It’s amazing, isn’t it,” nearly all of the audience said at the filming for a Leif’s Auto Centers commercial.

On a bright, early weekend in 2012, Leif’s filmed what amounted to a 30-second commercial that aired during Super Bowl 46 on Sunday, Feb. 5.  The premise was based on Leif’s long-standing fight for consumers, a never-ending promise to make people aware of their rights against insurance giants who try to cut corners and use cheap parts on unsuspecting customers.

Over 10 actors appeared in the commercial, including four posed as insurance mascots—you know the ones—as well as a senate committee who was taking a look at their shady practices.

What goes on behind the scenes is an entirely different matter: makeup, lighting, city permits (the commercial was shot in the Gus J. Solomon Courthouse in downtown Portland), insurance, food, costumes, writers, audience and more; it’s a seemingly never-ending list of people coming together to help create the clip.

One actor was transformed into a caveman during a near 90 minute process where he was donned with a prosthetic face. Another was adorned with a wig and lilywhite outfit made to look like a certain progressive and perky saleswoman. A large green costume with a gecko’s head—eyes made out of nerf basketballs—were put together as a lifelike image of another famous insurance company. There was also the slender man of mayhem, with faux cuts and scrapes and a black suit to match.

With sun beaming down on the oak paneled high-ceilinged courtroom, light adjusters were constantly moving floodlights and adding tint to make the glow just so.

Caterers were scurrying about, bringing in breakfast then lunch while keeping a fresh pot of coffee on hand for the long day of shooting.

There was Matt, the director, his wife Tracy, the producer always prodding the actors, juggling the angle of the shot with cameraman Chris; there was Leif, the man behind it all doing it all: acting, working with Matt behind the scenes and generally making sure everyone was enjoying themselves. But, he too was taken aback like the rest of us: “who knew all this went into 30 seconds?”