Video: Lily Cole and Kwame Ferreira

Ferreira, who describes himself as a problem solver, has founded a record label, developed buzzing bracelets for separated loved ones to keep in touch with each other, a bot that gathers data about employees’ output and an insurance company.

“This desire to have some real impact that goes beyond just the solution itself” - Kwame Ferreira 

He says: ”The word is impossible - we do like hard problems to solve, we tend to not really go after easy clients or easy solutions. 

”The common thread is this desire to have some real impact that goes beyond just the solution itself. Whether it is a digital service, hardware, film or a magazine we try to think more holistically about what it is we are trying to deliver.”

Impossible is classed as a B Corp, which means it is a for-profit business that has been assessed and certified to meet standards of social and environmental performance, accountability and transparency.

“Who knows how the media and entertainment industry will have to mutate with VR, AI and AR” - Lily Cole

Cole says: ”We are trying to reflect a bigger trend that is happening across the board in business [where] companies are moving towards not being so harmful in the products and services they promote.  

”As the technology evolves and we move into a world of mobile phones and social media you start to see the social media platforms take on the media space. 

“Who knows how the media and entertainment industry will have to mutate and the virtual reality (VR), artificial intelligence (AI) and augmented reality (AR) industries develop. We are not going to stop technology becoming more invisible and more around us, we are not going to stop the fact that most people want to consume content for free and those forces will push the media and entertainment industry in interesting directions.”

Impossible, which has bases in London, San Francisco, Lisbon and Brisbane, has worked on a wide range of projects, for clients and on its own ventures, including Navify, a cloud dashboard for oncology teams to collect patient data and discuss treatments, a Lonely Planet smartwatch app, Fairphone, an ethical modular device and eyewear startup Wire Glasses, which creates glasses made from a single piece of wire that can then be paired with different shaped lenses.

Read more Mission: Impossible