The 26 quick, gag-based animations are each connected with a letter of the alphabet and represent a different aspect of London life... that deviates from the obvious!

Agency Kessels Kramer approached us with the initial concept on behalf of citizenM, who produce a local ‘artist film’ for every new hotel opening. They were looking to do something a little special for this one. It had to be satirical, relatable and in-jokey for Londoners, peppered with our own special brand of character and charm.

To accompany the MP4s, we created a browser toy in which users can press any of the 26 letters on the keyboard to watch the corresponding animation—boosting user engagement, and making the content all the more memorable.

The animations were destined for social media, but also to be shown at the hotel launch itself; the edited compilation of all 26 clips took pride of place on a screen for the night and played on the TVs of guests’ bedrooms, as well as making an appearance in poster-form in Shoreditch.

We certainly slept well after making these! Zzz.