While - in our view - any corporate video should be as original as it can be, it's often impossible to avoid common elements that the audience will have seen before.

These might include interviews with key people; shots of people at work; shots of the HQ building; manufacturing processes - and so on.

There's nothing wrong with these elements at all: they may be essential ingredients to help your company make its point.

The challenge for us is to keep these elements as fresh as possible, to make the familiar unfamiliar, so that the audience's attention doesn't wander.

The one thing that will make a difference here is the sheer quality of the photography and we devote a great deal of time and energy to getting this right.

Office buildings are dull. But office buildings with a fantastic sky in rapid motion can look terrific. But shots like this don't happen by accident: we make a point of being there (dawn usually!) when, with a bit of luck, the magic happens.

Similarly, we've seen talking heads a million times, so the challenge is to treat the talker in a way that makes the shot come alive, underlining the points he or she is making. Often we'll cover sequences like this with two cameras, so we can cut dramatically between different angles to give impact to what's being said.

We never shoot just for the sake of it.