Confused.com: Idents

Freefolk and Karmarama London have created seven stylish CG idents for Confused.com, directed by Luke White through Kream. 

Following on from Freefolk’s work with Karmarama for the campaign 'From Confusion to Clarity' last year, the fun idents premiered during the return of the gameshow Who Wants to Be a Millionaire, which Confused.com is sponsoring.

Each ident shows a unique way of revealing a clear answer that apes the multiple-choice style of the show. The Freefolk team, headed by Jason Watts, applied a varied range of VFX across the series, with highlights being the complex CG spots featuring static fur, melting wax-like solids and shattering mirrors.