Before Christmas I made a short film at Arthur Cox Ltd, produced by Aardman, for the Why Music Matters campaign. The idea was to pick a musical artist from the big long list of EMI artists and say why music matters. I chose the band Sigur Rós because I had a friend in university who kissed a girl on an A-road over-pass in the rain one night, and he said it was so incredibly emotional he imagined a movie camera spinning around them both while the sparkling rain fell in slow motion and Sigur Rós played. I found that funny and wanted to show how people match their surroundings and experiences with music, and vice versa.