Adidas lay out the thought process behind their Futurecraft range in this tech-focused commercial. Director Fons Schiedon takes a diverse visual approach in order to capture the spirit of the brand's all-hands-on-deck attitude to iteration, using stop motion, CG animation, and canny camera trickery to good effect.

Whether depicting ocean-bound nets recycled into plastic uppers or 3D-printed soles harnessing natural movement in the cleanest way possible, the film offers an intriguing insight into how Adidas intend to develop their footwear in a more sustainable manner. Consumers will have to judge the performance outcomes for themselves, but this compelling communication suggests it's definitely worth a try.

The spirit of invention is alive and well in this charming Brazilian outing for Volvo, as batteries gain a new life in creative hands. Far from a simple science experiment, the young girl at the centre of this film is determined to take her investigations into potato power to another level. Move over, Elon Musk.

Far from satisfied by merely getting her toy car to run, however, the inventor-in-training seeks out all manner of ingenious ways to sneak supplies for her pièce de résistance. The gradual increase of scale and final reveal are deftly handled by director Carolina Markowicz, who ensures the tale has just enough reality to keep its childish magic grounded.

You know how Matt Berry says the word 'epic'? Well, this magnificent commercial for Facebook's Oculus is very much 'epic' in that sense. Director Ian Pons Jewell has become a director whom agencies turn to when epic is the name of the game, and, on this project, he's delivered in spades once again.

It would be easy to concentrate wholly on the spectacularness and scale of this film, but actually its greatest strength is the way it conveys the VR experience. For the first time that DAVID can recall, the idea of being immersed into another universe via a headset looks intriguing rather than intimidating. It was clever to shoot the whole thing from the perspective of the young woman wearing the headset… even before she puts it on. That, and her very human reaction to the situations in which she finds herself once she's immersed in the games, combine to represent a novice rather than an expert player.

VR has been the 'next big thing' in gaming for some time, but with a current market value of $11bn – which is approximately approx 8% of the total gaming market – and a forecast that this will grow exponentially to $92 bn by 2027 – which is expected to be approximately 50% of the total gaming market – its moment has clearly arrived.

All of this is successfully conveyed by the aforementioned epicness of this commercial as it makes clear that there are all manner of games available in this format. Who knows, perhaps future insurrections in the USA can be avoided by offering dubious patriots the opportunity to storm the Capitol from the benign safety of their mom's basement rather than attempting to upend democracy by participating in an actual coup. On the evidence presented here, said virtual revolutionaries would feel very much part of the action as they overpower the thin blue line protecting the seat of government.

Pons Jewell has successfully conveyed the participative element of this form of gaming with tremendous skill and, in that, he has been brilliantly assisted by the VFX magic of The Mill, and sound designer Lawrence Kendrick at String and Tins. But, beneath all of the smoke and mirrors of the clever post-production, lies a central performance which brings it all together, and that's where Ian Pons Jewell really delivers.