Early character designs were completed several months in advance of the campaign’s release, with CG Art Directors creating distinct characters for the different stages of the ad. ‘Carl [director] had a strong opinion on what he wanted, but gave us a lot of scope to create original designs. The monster had to evolve throughout the ad and demonstrate the various threats to the performance of the engine’. The monster at the start of the ad was based on a shrimp-like primitive creature, before morphing to resemble a spider and finally a land-based mammal like a gorilla. ‘The concept character originally had more ambiguity to its form, but we made the conscious decision that it should take on more obvious forms. This gave the commercial more interest and the monster more identity’.