Promoting Castello’s new ‘Tickler’ range set to ‘break the rules’ of normal cheese, the ad displays a variety of cheese ’settings’ from the inside of an oven with the cheese bronzing over a pasta bake to a sliced cheeseboard at the side of a bath. Each scene appears to slide seamlessly from one to the other in what feels like a continual shot.

Mill CG Lead Francois Roisin explains; "Our task was to craft a seamless camera move to achieve the exact choreography the client had in mind.

On the shoot, this type of scenario is usually achieved through a motion control camera rig but in this case we experimented with a motorised arm to create the camera movement.

In the studio, we then worked to stabilise and align the shots to create the illusion of one long camera move as well as the other CG elements such as the bubbles over the bath tub, the painting of the nose and the ceilings.”