Dan Greenwald at White Rhino (whiterhino.com) had mentioned that a focus of their agency is “uncomplicating a complicated world”. I based it on White Rhino’s slogan because it was so visual. The International Motion Arts Awards deadline was also a motivator to get something done, and I entered it just under the wire.
In a lot of my work I make mechanical constructions, and often time they are really complicated. So the idea was to illustrate “building a better mousetrap” and keep it really simple.
Thanks to Maxwell Vann for the excellent audio work he provided.