UPSIDE

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Lets get weird. Sometime we want to just let the creative energy flow. These were a couple of animations done with the loose direction of "Upside." This was the name of a new beer the Wellington Brewery was releasing. The theme was geared around how you can always find the "upside" in a situation. 

We brainstormed a number of ideas but really enjoyed with playing with the expectations. Our brains are programed to see and fill in patterns. We wanted to cut that expectation and through the viewer into a position of wonder, awe, and confusion. When the universe breaks like that we become a sponge to absorb and understand the new reality in front of us. 

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In the beginning the creature went through some more foody iterations before ultimately becoming a basketball leading the inspiration for the video.

Not all the ideas made into final production.
 

... just need...  more.. time....

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