Physically accurate computer simulations of fluids such as water, gasses and air have for many years been a valuable complement to experimental methods in examining the flow around airplanes, cars, wind turbines etc. Recently physically based simulation of fluids has also been adopted in computer graphics, where such techniques are required to faithfully reproduce the visually complex motion of fluids that is very hard to animate in a traditional sense. However, the demands are different in graphics where the visual properties of the fluid have to impose character on the fluid in addition to adhering to the vision of an artist or a director. This poses entirely new research challenges for fluid simulation in computer graphics where artistic control, low simulation cost and visual richness are in focus. In this presentation I will motivate the use of physically based fluid simulation for computer graphics, show examples of state of the art and go into more depth with a recent fluid control framework developed at Aarhus University in collaboration with DreamWorks Animation and Digital Domain. I will elaborate both on the final technique and results as well as on the process that took us there, including challenges faced and approaches that turned out not to be successful.