The $344 million Sydney Modern Project is the most significant cultural development in the city since the opening of the Sydney Opera House nearly half a century ago. We were asked at the last minute to make an ad for Paid Media, BVOD & TV. The building was still being completed during the production, and we turned around the edit quickly to go live before the opening. The Art for all brand proposition was provided to us, so we thought it’d be fun and a bit tongue-in-cheek to show a diverse crowd observing the space & art in a synchronized way. We explored the gallery and the visitors and noticed similarities in how people behaved, and we embellished these tropes within the film.