I've spent almost a decade behind the camera for brands that live and die by how they look. Gett. Philip Kingsley. Superdrug. Jo Loves. What they have in common isn't an industry - it's that they can't afford a single frame to feel off-brand.

My job isn't just knowing where to point a cinema camera. It's getting a nervous founder or a busy exec to relax in front of one, and knowing instinctively what a brand needs before they've fully articulated it themselves.