The spot, created by Joint in collaboration with The Mill and HLA, was brought to life by Mill Colourist Seamus O’Kane who worked closely with Simon to present the midday moment in perfect detail. He comments, "Illustrating the slowing of time using high speed photography is not in itself unique but, to do it so seamlessly and depict the rural ideal in such complete detail, makes this spot a recent highlight for me.

The presentation of the midday moment had to be balanced against the gentle warmth of an English summer day without pitching too far foward into sunset and obviously with considerations for the requirements of the high speed cameras.

In a similar manner, we balanced the interiors to keep the mood and the sense of anticipation building into satisfaction when the product cascades into the glass.

The shots of the bee in flight are truly unforgettable and quite remarkable in their quality given the ultra high speed of some. This was a lovely piece of work to be involved in and the subtlety of the compositing perfectly complements the consideration of the shooting."