The aim was to create an engaging and thoughtful film that many of us in the advertising industry can relate to. An original and hilarious song that sticks with you and carries you through the piece. The approach was to lean into a subtle and natural performance from the hero, tonally offset by Crumbles extravagant performance.

What was important to us is that Crumbles initial approach falls short. The harsh truth gets lost in the bells and whistles of the entertainment, so a quiet moment of self-reflection follows. A shift of tone ending where Crumbles realizes he needs to support rather than criticize. The visual flow of the story builds toward this finale while also complimenting the song's humour. Prep included a previs, leaving room for experimentation onset. With realistic 3D rendering and not pitch-perfect vocals, Crumbles felt real so the audience could relate to the emotional ending.