Some briefs spark an idea so immediately that you just have to fight for it. When Hugo Rütter came to us with a campaign for Benbit — a plastic-free chewing gum — and the image of little turtles cleaning the ocean, I heard one thing: musical.

This was the first project I brought to PlusOne, winning the pitch together with Artbox, and it set a great tone for what was to come. The original concept had a darker, more poetic edge to it, but we found a middle ground that kept the spirit alive — a full-on choreographed turtle musical, from beach to ocean, complete with synchronised swimming routines and a grand finale where the turtles inflate their chewing gum bubbles to float back to the surface.

The film came together with the help of the talented team at PlusOne, whose work brought real charm and life to the characters.

Rens Pluijm at Public Audio created the sound — ending up singing on the track himself. One of those projects that reminds you why animation is such a joyful medium to work in.