For DDB Chicago’s effort for Bud Light Lime, Motion Theory director Grady Hall literally gives the commercial a new twist by folding and twisting the action to transform mundane everyday scenarios into summer parties.

In “Store,” two young men stumble into a mini-mart as rain pours outside. As they grab a six-pack of Bud Light Lime, part of the scenario suddenly changes, like a Rubik’s Cube altering reality. While the guys remain firmly planted in the world of rainy beer runs above, the bottom frame twists to reveal them seated at a sunny beachside bar. Vertical shifts happen too, as a nerdy beachcomber with a metal detector is replaced by a gorgeous babe in a bikini, to show how Bud Light Lime offers drinkers a little taste of summer vacation. “Pool” opens in a dim billiard hall as a group of friends shoot pool. As they reach for a Bud Light Lime, their realities shift, revealing a raucous pool party.

Hall, who embraces conceptual spotwork that calls for a melding of time, space and location, incorporated details into the spot that helps create a sense of physics and changing realities in the twist movements. For example, in “Pool,” a billiard ball sits atop a pool table. As the table moves and objects cross the boundaries of the different sections, this billiard ball is transformed into a beach ball above frame.

Motion Theory sister company Mirada contributed visual effects.