Food markets today mostly operate the good, old-fashioned way: forming relationships through research and word of mouth. When working in the industry, Matt McCabe wondered if the process could be modernised with an online platform. He decided to fill that niche himself and create SUBU Connect.

First, he needed to explain a few things to potential clients: what was SUBU Connect, how did it operate…and was it going to work? He sought us out to create a succinct animation that answered those questions, built for the two markets he knew best in Ireland and Dubai.

Inspired by SUBU’s existing branding, our animator came up with simple geometric motifs that would translate well across language barriers. We paired these with a script written by our copywriter, distilling SUBU Connect’s complexities into verbal clarity. In the final product, we deliberately kept these words off screen, instead choosing an Irish voiceover that could be redubbed into other languages. The result braided these strands together into a celtic knot, creating a tight animation that was both aesthetic and rich in meaning.