This hype reel for oOH! media Australia saw me in the hot seat co-creating the approach with the CD and ECD.

I was presented with the overall concept of the punchline and offered up the idea of tearing through layer upon layer of billboard posters to reveal the underlying message with a sort of 'Marvel Studios' moment of grandeur at the end. I always love a moment of grandeur at the end.

Then I had to put my AfterEffects where my mouth is and make it happen in a convincing way. We decided to style it with a slightly stop-motion filmic feel, adding layers of film grain and stripping back the frame rate to push it further towards an 'art' style than a classic advertising feel.

I'm pleased with the result, and both the agency and client were thrilled.