The dragon is made out of furniture that is set out in a line and only reads as such from a front view. Initially the idea was to have a simple camera move to reveal the original dragon design.

The brief was open to reinterpretation. Rather than just a camera sweeping around the furniture in place, introduce a zero gravity feel and have the different elements collide, intersect and fall into place building up some curiosity and only resolve it in the last few seconds.

Creative Director Jon Cefai at Collaborate London