Young and Laramore art director Trevor Williams and writer Bryan Judkins had this idea to put "ugly mugs" on the sides of the bags of coffee made by this company out of Memphis.  They wanted "portraits" of 8 people who would be ... appropriate for this application.  So when we cast for this shoot, we didn't always make a point of saying who was the client, until our subjects arrived at the studio. Unless they asked.  At which point they had questions.