The spot pays homage to classic cinematic genres and scenes from shark-related horror movies, with similar camera moves and lighting, milking the drama as much as possible.

We chose not to animate the toys, instead posing them on set and recreating some of their different facial expressions to enhance the dramatic moments. The “action” is the camera movement, the shark fins, the wake of the carpet, the flying lint and fibers, and the hair and clothing of dolls. By juxtaposing the stillness of the toys to the movement of the sharks and the fibers of the carpet, the effect is much more menacing and dramatic.
This was such an interesting project to bring to life.