Danny Cevallos: Will Smith asked us to animate quotes from his new audio book. He saw probably some Novall stuff on Instagram and said, "I want that for my new book" So we did the clips but it's a big, just dickfuck of, hey, do this stuff ASAP because Will has his launch in two weeks. We make all these clips like we take our whole team off what they're doing just to do these clips. They only release like one or two. And we just totally upended our whole company to like hit this fake deadline. That's when we radicalized and we went like, oh, we're the anti agency.

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