Where does funny come from? An idea? A technique? In the case of Tic Tac’s latest campaign, we learned it takes a bit of both. The success of this work hinges upon staying true to the core concept while creating the space and time necessary for humor to come alive. And great ideas are only the first step. The wonky timing and awkward pauses that we love to laugh at are achieved through meticulous craft. When concepts are brought to the timeline they show unintended consequences as well as surprising new dimensions and possibilities. Work like this can only be created through a comprehensive relationship with the client. We were fortunate enough to be involved with Go Little early in the creative process, which allowed us time to test ideas and animations in a collaborative exploration with the agency creative team. This process opened the door to some surprising new ideas and helped elevate the finished product.