Optimizely -
Tales of Mark Eting

Commercial
2026

Optimizely invited us into the world of Mark Eting, the world's best marketer, built on Andrey Kasay's illustration style. Big shoes to fill. (Or perfectly sized, audience-tested shoes.)

So we put on some corny jazz, grabbed every hat we own, and wrote, boarded, designed and animated these strange little spots.

 

Synergizing the Styleframes.

We flexed our CRM, KPI, ROI and SEO muscles and designed a surreal little setting for each of the four spots. Just kidding, we have no idea what any of those mean.

 
 
 
 

Performance Marketing.

(Do you get it? It’s because he is performing.). How does the world's best marketer move? Almost not at all. Because he doesn’t need to.

 

Mise-en-scène-maxxing.

We leaned into pushed perspectives and distorted forms to add to the weirdness, and to get Mark into position in the fewest steps possible. It plays into the abstraction of the portal doors and the multiplication glitches. Smooth and slow.

 

Credits -

Client: Optimizely
Directed by Giant Ant

Managing Director: Teresa Toews
Head of Creative: Eric Pautz
Executive Producer: Kitty Dillard

Producer: George Allen, Melissa Buisán
Creative Direction: Eric Pautz
Art Direction: Gabriel Silveira
Animation Direction: Gabriel Silveira
Design: Gabriel Silveira, Sophia Ouellette, Eric Pautz
2D Animation: Esther Cheung, Saki Tanaka, Nicolas Macia, Eric Pautz, Conor Whelan
Audio: Playdate