The idea for the spot was based on the observation that an impulsive movement or 'jerk' spreads through every part of the body like a domino effect. It spreads quickly affecting everyone and everything it touches. The Mill spent weeks brainstorming on character ideas, with a number of hilarious creations that didn't quite make the cut and then had some signed off on only to be replaced with an even more ridiculous character. In the end it was Metal Dude, Weather Man, Bangle Gal, Bananamana and Sumo that made it through to the final spot.
Once The Mill had decided on which characters should be featured, they began to work on a pre-visual animation to start timing out the edits and cuts of how the characters would move and dance. The animation started as a dynamic, natural movement but The Mill quickly realized that each character needed irregular movements so they could be synced with the audio. Characters were built in Maya to look like vinyl toys. Mari was then used to add texture and unique defects like scratches to the characters.
Designed and directed by The Mill, 'Rhythm Jerk' shows five bespoke designed 'pop-up' toy characters dancing, collapsing and jerking to some amazing, specifically composed dance music.