Our spot utilized several pre-film animation devices, called zoetropes. Similar to how film creates the illusion of motion by presenting pictures in sequence, zoetropes do the same by rotating images in progressive phases—all thanks to the wheel, a motif that presents itself in many ways in this spot. This creates a looping "flip book" that can only be registered when spun at certain speeds. For a seemingly simple animation, there were several challenges to filming. Each device had to be spun at a unique speed in order for the camera to register—for example, the stone wheel had to spin at exactly 2 revolutions per second to animate at 24 frames. In order to speed up or slow down certain animations, we had to add or subtract frames to the sequence. Some animations were created with the shutter of our modern camera—finding the perfect angle to capture the spin clearly.