Some people think this ad is pretentious. They might be right, but I really love the style this is filmed in – very loose, and B&W. The heavily manipulated soundtrack is great too.

I’m aiming to shoot in B&W for a few reasons, not least because I love it – I used to shoot and process B&W stills. B&W is also very forgiving for video, and for lighting – you don’t have to worry about matching colour temperatures.

And in grading you can manipulate the colour channels to extend the range of image information – much like using red filters in B&W photography to give abigger contrast to the blue sky… Why don’t more people shoot in B&W?