We last saw Callum at design stage, with the model and background set being constructed. The next step is stop-motion animation itself - a painstaking process. The animator takes a single frame of film, then makes the smallest changes to the character, or background, before taking another single frame. This process continues for several days - each Creature Discomforts commercial has more than 600 frames of animation. You can see some of this process, and hear Director Steve Harding-Hill, in this short making of clip.

Finally, any rods or other supports for the characters are digitally removed, sound effects are added to the animation (which is shot silently), the original voice is laid onto the film, and the finished film is graded for broadcast.

Callum's full commercial will be shown exclusively on this website on Wednesday 9th July. But in the meantime, here's a quick preview.