Grif, as he is also known, does not start with beauty in mind. He starts with a wire frame, or a crude 3D animatic, a question that sounds more like engineering than art: “can this even be done in the real world?”

It is only after the physics have been stress-tested, after the camera angles have been mapped and the motion control robots have been measured against the geometry of a room, that he permits himself to think about how the thing will look.

For a man whose client list includes Apple, Nike, BMW, Givenchy and Louis Vuitton, whose Chromatic art film was screened at the 2018 TED conference, and who was named one of Louis Vuitton's 200 Visionaries - invited to reinterpret the classic LV trunk as a futuristic object rendered in evolving chromatic colours over a liquid-like metallic surface, displayed in Maison windows worldwide - this ordering of priorities tells you almost everything you need to know about the kind of mind at work here —