Condensing such a long event into such a short piece led us first to a functional approach: speed-reading. Creatively, the challenge was how to infuse this mechanic that allowed us to cram a lot of information into a very short timespan with personality, flourish and surprise. Knowing the video would be distributed through social media and would need to capture attention even on small screens, we designed the piece to challenge the viewer. The idea was to draw them in, keep them guessing, inform, entertain, and surprise all while pushing the pace.

Typography, animation, photography and live-action are woven throughout the piece to complement and counterpoint the script. We spent quite a lot of time in motion testing, editing, re-editing and re-writing to achieve a balance, a rhythm, a choreography between all the elements without losing readability. The type is necessarily simple but the edit, animation and writing add personality, wit and a bit of fun. The result is a blistering, lively, entertaining and informative 107 seconds.

109 Million Views. 815k Shares.

Facebook: 90M views. 27% earned, 44% from Android devices.

Twitter: 13M views. 40% organic shares.

YouTube: 6.5M views, 42% from Android devices, Average 77 second play through (72% of video.)

Don’t Blink was the most viewed video on Youku Apple Brand Channel ever and the most shared video on WeChat the day it launched in China.

The style and speed of "Don't Blink" was replicated and spoofed by fans in many different languages around the world.