Directed by Le Cube through Not To Scale New York, this animation piece follows how a woman would spend 140 hours in Miami if she had the chance, her roost being a luxury Hyatt Hotel, Miami Beach's The Confidante. The woman’s account was the winning entry–conveyed in 140 characters or less on social media (Twitter, Instagram or Facebook)–in Hyatt’s “Tell Your Tale” contest. She explores different aspects of what the beautiful, art-deco inspired oasis has to offer.
Agency MullenLowe turned to Le Cube, a directing collective who via 2D animation depicted the woman’s adventure, bringing to life the cosmopolitan charm of Miami along with its glamour, deploying a vibrant pastel color palette in an authentic graphic illustration style.
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Credits
Client Hyatt Agency MullenLowe Mark Wenneker, chief creative officer; David Weist, Tim Vaccarino, executive creative directors; Myles Allpress, Ben Salsky, creative directors; Nick Mathisen, Lisa Mathisen, associate creative directors; Tyson Schmitt, art director; Eugene Torres, copywriter; Liza Near, exec director of integrated production; Zeke Bowman, director of broadcast production; Trisha Dowley, sr. producer; Jennifer Dwyer, assistant producer. Production Not To Scale New York Le Cube (Juan Manuel Freire, Ralph Karam), directors; Eve Strickman, exec producer; Angela Foster, supervising producer; Ralph Karam, executive creative director; Gustavo Karam, Juan Manuel Freire, exec producers; Antonela Castro, Larissa Miranda, producers; Sergio Kechu, animation director; Andrea Devia, illustration; Cintia Czeszczwik, Katherine Pyor, Sara Boix, Guy Charnaux, Nata Metlukh, Francisco Luque, animation; Nata Metlukh, Sara Boix, Guy Charnaux, Juliana Gorgati, Juliana Culaciati, Julieta Soloaga, Florencia Laurenzi, Francisco Luque, Katherine Pyor, Eugenia Casal, Patricio Rey, clean up; Jardeson Rocha, Jules Guerin, compositing. Music/Sound Design Cachorro Loco
In a new campaign for FINN Jobb, Norwegian director Øyvind Holtmon of production house Bacon teams with Oslo ad agency Morgenstern to tackle the anxiety around AI replacing human expertise and the contagious trend of professionals switching to content creation as a vocation. The film wastes no time setting up its premise, opening inside a research lab where scientists are urged to “stop sciencing” by management as a result of a long equation being solved exceptionally fast via artificial intelligence by KA.I from IT.
Shot with a clean, clinical visual language and played entirely straight, the film leans into Nordic minimalism and dry humor, letting contrast and restraint drive the comedy rather than exaggeration. Faced with the what-now-moment, the scientists jump hands-on into the new absurdity of creating content. Through synchronized dances, ring lights and dead-serious faces, the lab transforms into a performative stage. In the midst of the excitement, FINN Jobb sneaks through the frame, positioning the platform as a grounded companion in times of change.
As Norway’s largest marketplace for job advertisements, with about 5.7 million job applications in 2025 alone, the film positions FINN Jobb as the go-to platform in an uncertain job market. By flipping a familiar nightmare into an unexpectedly funny, yet hopeful outcome, Holtmon’s story lands as both a satire and a gentle reminder that opportunities won’t disappear.
