UPSTART Opening Spot ‘26
Earlier this year, we jumped into a pretty special project: the opening spot for Upstart’s “Lock-In 2026” event with Orchestra of Efforts. It’s an animation-led film about how small contributions, dedication and focus add up to something bigger. Bit by bit, detail by detail, everything on screen builds into one clear, collective movement (which, honestly, also describes how the project itself came together). We were spread across the UK, US, Italy, and Portugal, different time zones, lots of moving parts, and yes… a few last-minute changes to keep things exciting. The kind of chaos where everyone pulls together, and somehow it just works. Definitely one of my favourites so far.
Check out the details below!
Concept & Approach
The approach combines stock and client imagery into a single visual system that reflects action, discipline, and execution. Built for Upstart’s “Lock In” event, the narrative focuses on momentum over vision, showing the work behind progress, not just the outcome. It starts grounded and restrained, using simple compositions and muted tones, then builds intensity through layered visuals, sharper rhythm, and evolving colour. Architectural forms and graphic elements guide the story, embedding moments of effort, repetition, and focus. As the film progresses, compositions become denser and more abstract, culminating in a high-energy “lock-in” state designed to set the tone, reinforce commitment, and push teams toward action.
CONCEPT DEVELOPMENT 16×9
Crafting for a Massive Multi-Screen Setup
Working with the super-wide format presented several challenges. Keeping the main content centred while using the side screens as supporting visuals required careful composition to maintain focus and build tension. This was a huge, intricate setup with three main screens and two side sceptron panels synchronised with the footage to enhance movement and tension. Above, the multi-finger ceiling lights were integrated into the visuals, working alongside the screens to drive momentum in key scenes. Every element from composition to timing was carefully crafted with the audience in mind, ensuring that the experience felt immersive, dynamic, and precise across the entire set.
Credits
Agency: Pinch
Creative Director: Luke Parker
Accounts Director: Abby Beaudin
Producer: Meghan Kotlanger
Art Director: Beatriz Diogo
Animation: Steven Greenwalt, Elaine Lee, Marta Lemos, Erik Righetti
VO, Music & Mix: Three Seas