Director Richard Chaney has created this visually captivating ad for Fexco No.1 Currency.ie. With our animators using a very human style of animation, the visuals of the craftsmanship include the finest details. The shine and texture of the changing currency shows the level of detail that has created the photorealism of the over all ad. Atmospheric cinematography is also a key component in the creation of this 'real world' feel. Even though the visuals are all computer generated, the virtual environment gives that 'in-camera' production the feeling of being real and tangible. The edit is made up from different shots each telling the story of various transformations. It is the folds themselves and the detail of the final forms that makes this ad so mesmerising for us to view.