Motion Theory
Mathew Cullen again. Starting with the idea of celebrating connection, the O2 campaign’s launch spot, “Oxygen” features a many-layered aesthetic that compels viewers to actively “read” the imagery as a single panorama, resulting in a new experience with each viewing. The spot follows a series of links through the remaining locations, with recurring characters and subtle animations infusing each frame with visual depth. The finale comes at a massive concert where the crowd moves in unison, literally becoming a sea of people. The camera plunges underwater, and the spot ends as it began – with two points of light connecting in the dark. "Simply perfect".
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