Barney Edwards interviews the intelligent and experienced Graham Fink. Creative Director of M&C Saatchis. On changes in media and the differences ‘digital’ has had on trans - media film and stills production. Outlining how new formats have to be understood in order to dominate the subjects, as new formats and styles of production become critical to new ways of telling stories. Pointing out how - like the lines on a tennis court - certain rules never change - so old rules like the golden Section, still have a part to play . And practice and expertise plus wisdom and the intuition born of experience are still critical in producing good creative work. Drawing attention to the fact that although a Canon 5 D, for example can shoot films - thus enabling a ‘you can be everything outlook’ - the man behind the camera still has to learn how to become a Film Director. To make a good film.