In this spot for Guinness and iiBBDO, Motion Theory directors Jesus de Francisco and Mark Kudsi move the fast-paced and aggressive field sport of hurling from the playing field to a stylized cube, adding a whole new dimension to the action. The spot, filmed on stage in London with some of the sport's up-and-comers, highlights the intense athleticism of the sport, in an innovative event sponsored by Guinness. At key moments in the action, time almost stops, and the action emanates another visual layer before exploding back into full-speed motion. Shot by cinematographer Daniel Landin, the spot captures the excitement and drama of sport and competition at its most intense. De Francisco and Kudsi worked with the Motion Theory visual effects team to build a simple, dynamic environment and to create the visual ripples that echo the action.