This is one of five spots made for Black Ice Beer. The brief from the agency was exciting: "come up with some ideas that represent a Saturday night out." We really went about this spot as an exceercise in composition, replacement techniques and cycle rates: the 1st half circles, then a rectangle inset with character animation, then a division into 2 equal rectangles. We mounted a small light on the edge of a large circle, then orbited the imagery as we shot. Watch the shadows: they speed up over the course of the commercial. The objects changed and moved faster in sync with the rotating light until the climax, when everything changes in every frame. The underlying idea was to intensify energy over 15 seconds, like building excitement when you're out and going a little wild.