Recently, we reflected on a piece from the early 2000s that still resonates with creatives and marketers today. Created by Jonathan Notoro and animator Jens Gehlhaar, this motion graphics project was ahead of its time — a fusion of DIY filmmaking, detailed rotoscoping, and bold design that turned heads and won awards, including recognition from AIGA's design conference in New York.

 

The piece, produced with a small team of fresh art school grads, combined hours of rotoscope animation with fashion-forward visuals for an MTV’s Fashionably Loud show. What made it especially groundbreaking was not just the aesthetic, but the how behind the work: a corner of an office, a digital camera, weeks of rotoscoping, and a vision.

 

And that’s what brands today are often missing — vision and experimentation.

 

Why Narrative Content Works

We touched on a recurring theme in marketing today: the untapped power of narrative content. The truth is, many brands avoid risk, defaulting to traditional ads rather than exploring innovative storytelling. It’s not always due to a lack of creativity — sometimes it's budget constraints, or marketing teams unsure about ROI. But as we’ve seen, small teams with strong ideas can punch way above their weight.

 

What Can Modern Marketers Learn?

Small teams can do big things. The rotoscope project was made by just six people. Imagine what today’s marketers can create with the tools we now have.

 

Platform-native storytelling wins. From TikTok surrealism to narrative Instagram series, brands need to meet their audience where they are — not just on TV. Point of view builds loyalty. Consumers want to connect with brands that stand for something, even if it’s quirky, weird, or niche.

 

If you're a brand looking to break through the noise, consider this your invitation to take a risk. You don’t have to be Apple or Amazon to tell a great story — you just need to care enough to craft one. The rewards, both in engagement and brand perception, are worth it.