But the essentials remain whatever the script and the car, at the end of the day, has to be presented in its sleekest, shiniest and most desirable state. Achieving this is dependent on a director who understands shooting car commercials and he either has this talent and experience in terms of lighting and execution or he chooses to work with a specialist DOP.

Our 'car commercial' directors cover all camps; if it's a people commercial with dialogue and action scenes we nominate the right director and afford him a specialist DOP. If it's a car commercial in the classic sense, then we have some great directors too. CGI ads usually involve a bit of both - even if it’s only shooting live action templates - and we only work with the best facilitates. Fortunately, the budgets are usually higher for car commercials meaning that the enormous amount of preparation needed forms an essential part of the budget.