Cuckoo sells a wide range of home appliances, and every one of them has the same problem: the thing it does well is invisible. A water purifier filters. An air purifier removes what you cannot see. A rice cooker controls pressure inside a sealed pot. None of that photographs.

So this programme runs on two tracks. Live action for the products where the result is visible and the appeal is the object itself: the finish, the scale, the way it sits on a counter. And 3D animation for the ones where the story is inside the machine, because the only way to show a filtration stage is to cut the product open, which you cannot do with a camera.

Running it as a programme rather than a series of one-off jobs is what makes it work commercially. The lighting set-up, the surfaces, the camera moves and the grade are established once. Each new product drops into a system that already exists, so a launch does not start with a month of creative development.

The result is a range of appliances that all look like they come from the same company, which is exactly what a retailer listing page and a brand site both need.