The product side of interviewers wonder about what people think the brands that are equivalent to the brand, but they realize how hard this question might be- so any brands that are doing what the company is setting out to do are seemingly good answers. Any notable projects you have worked on are what they focus on.
The development and material side asked more along the lines of creative process and working on teams more.
Some will ask if you are a runner (not all the team are runners, and they don't say they prefer people who run, but it seemed best to air on the fact that you do).
Creative Project - they have a brief. Make it as long as you want, but they give you around two weeks to do it. Will definitely help you if it's good, but unfortunately, interviews are more points.
Their net is cast wide in terms of the number of people they actually accept to interview. I think they interview anyone and everyone remotely somewhat interesting just in case.