The British designer Thomas Heatherwick asked Nils Leonard, co-founder of Uncommon Creative Studio, the “most crushing” question: how long does it take him to create a campaign versus how long it lasts. “Massive ones take six months … and ehh … a couple of weeks?” was his reply.

“Then I said: how long does it take you? ‘Well, you know, five years,’ he said, ‘but we’re trying to make buildings that will be there a thousand years later’,” he laughs. Ouch. But Uncommon isn’t just making brand work; in recent years, the creative studio has been moving into the world of entertainment in pursuit of a less ephemeral craft.

“I’d argue, optimistically or maybe delusionally, that some of the films we’ve made will be a reference point at some point,” Leonard continues. “With films, you try to create something that has classical implications. The idea that it isn’t just going to be a decent box office weekend, it will be something that people will return to 10 years later.”