Chemistry is catalyst for Nottingham YouTube sensation
Martyn Poliakoff is a chemistry professor at the University of Nottingham, and for many years was best known as the brother of director and scriptwriter, Stephen.
But after a meeting with video journalist Brady Haran he has become a worldwide phenomenon.
The two of them came up with the idea of making a periodic table of videos - with a short film about every element in the periodic table.
The result was a YouTube smash hit and the professor has achieved cult status in classrooms from India to the United States.
Now he is building on this success story with videos about other areas of chemistry and even his personal life.
Inside Out East Midlands is on BBC One on Monday, 27 February at 19:30 GMT and nationwide on the BBC iPlayer for seven days thereafter.