In the promo, Dread D expresses his vexation at an unknown person who is persistently calling him despite it being obvious that he’s not picking up for a reason, hence the '10 Missed Calls’.

The never-ending loop of missed calls is reflected in the repetitive nature of the spot, which replays the same footage of Dread D getting up out of his chair, walking through a corridor and then seeming to reappear out of his computer screen, with a trance-like quality.

2D Artist Carl Norton explains; “When I received a call from Luke with another exciting proposal, we wanted to make sure we could find a way to help. As always with Luke’s work, it was an interesting, creative project in an exciting genre. Having worked on numerous projects with him in the past, I was keen to give the opportunity to some of our junior team to work on it - Ben Hovarth and Declan Andrews who did a great job."

Mill Colourist Oisin O’Driscoll also comments, “Working closely with the VFX artists to create seamless transitions between shots, we experimented with a number of different colour corrections both pre and post grade, in order to get them just right. In terms of the overall grade, the aim was to make the most of each of the diverse scenes captured in camera. We pushed blues in overall but key framed it so it slowly builds into the full blue rooms. To give a nice contrast to this, I wanted to have a clean warm look with a small amount of blue coming through in the highlights to hint at the colour we started with initially."