The Black Hole: Greed Meets Gravity

A photocopied black hole in a tired office

A sleep-deprived office worker accidentally discovers a black hole. And then greed gets the better of him.

The temptation ladder that drives the story

The mechanism is minimal and ruthless. An impossible object appears in a painfully ordinary environment, and the plot becomes a sequence of decisions. First curiosity. Then small opportunism. Then the one step too far, when he is unobserved and convinced he can get away with more.

In digital-first marketing teams, shorts like this are often used as reference for how to compress a human truth into under three minutes without losing clarity.

Why it lands: humour, surprise, and a very human loss of control

It works because the character is recognisable. The film does not need backstory. Sleep deprivation, dull repetition, and the sudden possibility of an easy win are enough. The humour comes from how quickly the “reasonable test” becomes a greedy plan.

The external conflict arrives right at the end. The office worker’s attempt to take the money leaves him imprisoned in the safe, which snaps the whole story shut with a clean, memorable payoff.

Craft choices that make the twist hit harder

The look supports the emotional state. Desaturated colour and a flat office environment underline the dull, repetitive job, then the discovery injects energy into both the performance and the pacing. Visual rhythm is handled through fast cutting and movement within the frame, and it intensifies when he enters the room with the safe.

Sound does a lot of work too. It helps sell the supernatural element while keeping everything grounded in familiar office items, which makes the concept feel closer and more unsettling.

What to steal for your own short-form story

  • Start with a one-sentence premise. The audience should understand the setup immediately.
  • Escalate through choices, not explanation. Each decision should feel like the next “tempting” step.
  • Let craft mirror psychology. Colour, cutting, and sound can track the character’s shift from boredom to adrenaline.
  • Deliver an inevitable ending. A twist lands best when viewers can replay the steps and realise it was always heading there.

A few fast answers before you act

Who made “The Black Hole”?

It is directed by Philip Sansom and Olly Williams and features Napoleon Ryan as the office worker.

What is the core mechanism of the film?

An ordinary office setting plus an impossible “black hole” object. The story escalates through a chain of increasingly greedy decisions.

Why does the short work so well?

Because the character is instantly recognisable, the premise is one sentence, and each choice feels like a believable next step until the inevitable consequence lands.

What makes this a useful reference for marketers and storytellers?

It shows how to compress a human truth into a tight arc. Minimal setup, clear escalation, and a payoff that recontextualises every prior step.

What is the most transferable takeaway?

Start with one impossible object, escalate via choices rather than exposition, and land a twist that feels inevitable in hindsight.

Alma: A Christmas Short

A Christmas-time discovery worth a watch

I have just come across a great animation called Alma. If you are looking for something different to watch this Christmas, it is available to stream online now.

How it works: hook, mood, and momentum

The mechanism is simple but effective. It opens with a strong visual premise, then builds tension through atmosphere and pacing. You do not need backstory or context. The film earns attention through mood and narrative pull.

In European digital media consumption, short films travel when they deliver a clear tonal promise early and then keep the viewer moving forward with compact storytelling.

Why it lands: it rewards full attention

Great animation works when every frame is doing a job. The viewer keeps watching because the world feels intentional, and the payoff feels earned rather than stretched. It is the opposite of filler content. It respects the audience’s time.

The intent: shareable craft, not a forced message

This kind of piece spreads because people want to pass on “a good find”. The social value is taste. Sharing says, “this is worth your time”. That is a different energy than sharing an ad or a campaign claim.

What to steal if you are curating or commissioning short-form stories

  • Start with a clear tonal promise. The audience should know what kind of experience they are entering within seconds.
  • Let atmosphere carry meaning. Strong visual language can replace exposition.
  • Keep the arc tight. Every beat should move the viewer forward.
  • Make it easy to recommend. A simple title and a simple “you should watch this” premise helps sharing.

A few fast answers before you act

What is “Alma” in this post?

It is an animated short film presented as a great online watch, framed as a Christmas-time discovery.

What is the core mechanism that makes short films like this work?

A clear tonal promise early, then momentum through atmosphere and pacing. The piece earns attention through mood and narrative pull.

Why do animated shorts spread well online?

They can deliver a complete, rewarding story quickly, and strong visual craft gives people a simple reason to recommend it.

What kind of “share value” does this create?

Taste-signalling. Sharing says “this is worth your time”, which is a different motivation than sharing an ad claim or deal.

What is the most transferable takeaway?

If you curate or commission shorts, prioritise a fast hook, a tight arc, and an experience people can recommend in one sentence.

Evian: Roller-skating Babies

A viral ad that hit Guinness-level scale

Evian’s “Roller-skating Babies” viral ad, created by Euro RSCG, has been recognised by the Guinness Book of Records as the most viewed online ad to date.

Adding up views for various versions of the ad across video sharing websites, the ad has got 45,166,109 views as of 9 November 2009.

How “viral” is engineered when the idea is instantly repeatable

The mechanism is concept compression. “Roller-skating babies” is a one-line idea that travels intact. You do not need explanation, context, or a brand preamble to understand why you should click.

Across global FMCG brands, the difference between “viral” and bought reach is whether people willingly forward the idea as social currency.

Why it lands: novelty, craft, and the urge to pass it on

It works because it is strange enough to be worth sharing and polished enough to reward rewatching. The viewer gets an immediate payoff, then uses the link as a way to say, “you have to see this”.

The business intent: fame that feels earned, not placed

This is not a conversion mechanic. It is a reach and memorability play. The goal is to make the brand part of a piece of entertainment people choose to spread, so the exposure feels voluntary rather than interrupted.

What to steal if you want scale without buying it all

  • Build a one-sentence idea. If the concept cannot be repeated accurately in one line, it loses speed.
  • Design for sharing friction. The viewer should know what it is and why it is fun within seconds.
  • Make it rewatchable. Repeat viewing is a multiplier for social forwarding.
  • Measure across versions. If the asset spreads in multiple uploads, track the total footprint, not just one link.

A few fast answers before you act

What is Evian’s “Roller-skating Babies” in one sentence?

A highly shareable online film built on a single, instantly repeatable concept: babies roller-skating, executed with polished craft for rewatch value.

What is the core mechanism behind its scale?

Concept compression. The idea travels intact in a few words, so people can forward it as social currency without needing explanation.

Why does it land so reliably with viewers?

It combines novelty with high production value. The viewer gets an immediate payoff, then uses the link as a quick “you have to see this” recommendation.

What should marketers learn about measuring “viral”?

Track across versions and re-uploads. When a film spreads in multiple places, total footprint matters more than one canonical link.

What is the most transferable takeaway?

Build a one-line idea that is easy to retell, then execute it well enough that people want to rewatch and pass it on.