Icons celebrates the images that lodge themselves in our collective memory, the ones that stay part of the conversation for decades. Early thinking took in Heisenberg, Kraftwerk and Banksy’s kissing coppers. The final work drew on what was dominating the headlines at the time, from Daft Punk’s Grammy wins to the final series of Mad Men and Tarantino. Directed by Chris Taylor and Luke Barret through Academy, the spot was shot in one continuous take, something I fought to protect from start to finish. The making-of film (shot on a GoPro fixed to a ladder with a sock) became a big part of the campaign’s success in its own right. The work won multiple awards, hit the front page of Reddit worldwide, and is still shared weekly by cinematography pages today.