The one thing I love about this job is seeing your ideas and creations bought to life. I say ‘one thing’ like there is only one thing. Tsssk. So we needed three characters to bring something to life, help our client communicate stuff to Joe Public in a fun and engaging away.

We knew that we needed three types of people – one brainiac type intellectual, one firm ‘JFDI’ type and one softer, gentler person who would be more sympathetic.

Not quite there yet, it’s work in progress – we think our professor needs to be a bit more mental (think ‘Back to the Future’) and our Militant effing and jeffing Chef (who said Gordon Ramsay?) needs to be a little less… well Militant. Our seductive and sexy fitness instructor however is bang on brief…