Commercials are also any opportunity to meet new crew and work with new kind of rigs. You can explore working with different people without having to make the full commitment of having to do an entire feature film with them and see whether you like them. Also it's great for testing out new equipment, like on the last spot we just did, I used a lot of drone technology, really cutting edge drone stuff, more than I've ever done before, and it worked out really really well.

When that technology becomes widespread and it's on every car on the freeways, it's going to save so many lives. Especially in America, so many people get killed in these multi-car pileups on the freeways.

My approach has always been to put 100% into the movie I'm making right now. I think sometimes filmmakers put too much thought into the grand franchise they're going to build. And guess what? If the first movie doesn't work there is no franchise, so I'm always concentrated on making the best, best possible movie right now.

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 went for a more classical approach to filmmaking with lots of dolly, track and cranes, and slightly slower, more choreographed fight moves, so you get more fight moves in one take.

If you work with any new technology, you have to expect that it's going to be a little problematic.

It's a very different experience shooting in 3-D because the camera rigs are so large. Everything we've become accustomed to in the last ten years as filmmakers, which is cameras getting smaller and smaller and you can just throw them on your shoulder and stick them in a car and do whatever you want, you can't do any of that now. You're forced to put things on dollies and track and cranes.