I have a friend who works freelance in the film industry. This, it seems, can mean corporate videos one month and Hollywood films the next. From the outside, it’s a business that seems remarkably flakey until the cheques are signed and then remarkably well organised. He showed me a ‘call sheet’ for an episode of Spooks which detailed a day’s shooting in such incredible detail that even the actors had exact timings for arriving in make-up.

Last Saturday I was telling my filming friend how hopelessly mediocre the average corporate automotive film tends to be. Limp tracking shots on a winding Spanish road may look polished, but they are usually flat and unexciting. It is obvious that the effort going into corporate films is far less than the time and money expended on design and advertising campaigns. But with visual media now reaching into every smartphone, film is probably now the most important medium.