The focal point of his work is finding new and clever ways to engage with audiences, to somehow make them participate instead of simply standing and watching. This comes as a great innovation since it directly confronts the very essence of cinema. Over the years, Tricklebank managed to achieve a reputation of a leading live action director through making numerous commercials, interactive films, virtual reality installations and digital experiences - all conceptualised by thinking outside the box. What his pieces have in common with each other is a clear focus on clever and visually driven storytelling