Malik Butchers are the biggest and baddest butchers in the game. The quality of their product is beyond question. What they needed was a film that matched the confidence of what they do.

The idea came from a random thought over lunch. Some trivia about the Earl of Sandwich. A moment of clarity: nobody actually knows what a sandwich is. I do. That was it.

They didn’t want a food video. They got a crime thriller about bread.