Sam Gainsborough teamed up with BBC Creative to challenge the notion that watching telly gives you square eyes, instead proposing that "it's what's on them that counts". The 60-second film uses an innovative stop-motion approach to capture the whole family's imagination, kids and parents alike. Sam's eccentric hand-crafted characters have a tactile feel, brought to life by inventive mixed media techniques combining digital and analogue animation. It comes at a time when screens increasingly play a more prominent role in our lives and parents' search for guidance. The carefully crafted and thought-provoking narrative reassures us that, when used responsibly, screens can be a tremendously powerful tool in helping to develop curious, kind and creative young minds.

Listed 2nd in Campaign Magazine's top 10 directors, Sam Gainsborough's work is fuelled by emotive storytelling and hand-crafted aesthetics. With skilful control over emotional tempo, Sam can seamlessly balance emotion with charm and humour, creating award-winning work that blends numerous mixed media techniques with seamless execution. He's a true mixed media artist and a very special storyteller.