Story
How Fixing Your Website’s UX Can Increase Conversion
Sometimes, what you don't see is more powerful than what you do. We explore the art of creative restraint and how building anticipation creates unforgettable work.
Jake Thomas
Aug 3, 2025
Remember Jaws? The mechanical shark was broken for most of the shoot, so Spielberg was forced to film without it. He had to rely on a threatening musical score, a floating yellow barrel, and the terrified faces of his actors. The result? He made one of the scariest movies of all time.
He learned that the idea of the shark was infinitely more terrifying than the shark itself.
That principle is at the heart of everything we do. In a world where you can show anything, the most powerful choice is often deciding what to leave out. True mastery isn't about flexing every technical muscle you have; it's about having the confidence and restraint to build anticipation.
We did this for the Detroit Red Wings. To tease the return of their mascot, Al the Octopus, we didn't just put a giant octopus on screen. We showed his effect on the world. We created a dark, mysterious world where his presence was felt in the deep red light flooding the ice and the fluid, tentacle-like patterns creeping across the surface. The feeling of an immense, unseen power was far more chilling than any creature reveal.
Great animation isn't just about what you create. It's about the mood you build, the tension you hold, and the story you suggest. Sometimes, the most powerful statement is a whisper, not a roar. Sometimes, the most unforgettable character is the one you never fully see.
