The stakes are high come Super Bowl Sunday—to the tune of some $4 million per 30-second timeslot during last month’s Big Game telecast on Fox.

The pricetag, though, had some major eyeball justification, drawing 111.5 million viewers, making Super Bowl XLVIII the most watched TV show in U.S. history. In an era of media fragmentation, such a massive shared audience experience is rare and coveted. Making the TV event even more valuable is the fact that the majority of viewers look forward to the commercials.

Right after the Super Bowl, SHOOT surveyed agency creatives regarding their assessment of this year’s crop of Super Sunday commercials. (The “Monday Morning Quarterbacking” feature appeared on SHOOTonline, 2/3.) For that survey, SHOOT sounded out creative artisans whose agencies did not have any commercials on this year’s Big Game so as to get unvarnished, apolitical takes on the advertising.

Now, though, we take a 180-degree turn on perspectives, seeking out those who are partial–artisans who had a hand in the latest batch of Super Bowl spots. SHOOT asked what were the biggest creative challenges posed to them by their Super Bowl ads. Here’s a sampling of their feedback (edited, with full responses appearing in the SHOOT>e.dition and online):

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