The way it works in commercials is they come to you with the script and then you do the visual, you do the storyboards, and you give your vision of it, but it's very much their baby. You just kind of put your polish and sheen on it, and you're interpretation of it, but it's very much the agency's idea.

When we wrapped Resident Evil, we were a 3D movie, but it was no big deal. And then, Avatar came out and the whole of Hollywood was like, "Look at these grosses! 3D is huge. Let's all be 3D!" We just got on with doing what we were doing, which was making what we think is a really quality, kick-ass 3D movie, and we'll really be the first live-action 3D movie of the year.

For me, it's a multitude of things. In the modern world, there's a real genuine fear of loss of individuality and I think the undead speak to that. I also think the idea of the dead coming back to life, and this unstoppable foe that just keeps coming and coming, but rather slowly just chases you, is a real primal fear. It's like a fear of claustrophobia, heights or water.

I always run the stories by Capcom. They read the scripts and give their comments. I would never want to kill a character that they really want to use in the next game.

The cameras were a little twitchy, and you'd get less footage and less set-ups every day. The interesting thing about it was that you just composed images in a completely different way because we had big 3D monitors on set, and you'd wear the glasses and see the image in 3D.

I love Death Race, it's one of my favorite films. I thought, "You know what? All that two years worth of work is now gong to be wasted because I'm highly unlikely to direct another car movie straight away," and I felt at that point there was no one who was kind of better at shooting cars, so I thought rather than let it go to waste I would explore the idea of doing commercials, and that's what I did.

I think 3-D across the board both in a home format and cinema is, it's going to be very big.