When it comes to visions of the future, there isn’t a whole lot of positivity around. Whether it’s impending climate disaster in the real world or the grim post-apocalyptic landscapes of sci-fi, it’s hard to envisage a future to look forward to.

All of which makes UK Mobile Network Three’s bombastic new ad stand out like a crispy roast potato on a plate of soggy brussels sprouts. Directed by Ian Pons Jewell, the brand’s vision of a 5G-enabled Britain is all about positivity, and frankly we can’t wait to live there.

As well as eye-popping VFX, the spot is a symphony of incredible sounds, melding futuristic sound effects and tunes with classic melodies for a unique take on the future.

The client’s top line was to make it fun, crank up the energy, and bring it to life with a rich soundtrack of fx and music. In terms of approach, we built the sound from the ground up: recording foley and dialogue at the offline stage, communicating about VFX styles, going back and testing scenes with our sound design, then building it up as the VFX developed. I was still creating fx in the final minutes - certain VFX shots came in on the last day! That laser tattoo was last - made out of a recording I did of the back of a generator with an induction microphone.