Here’s a commercial that should undoubtedly charm the Film judges at Cannes. It’s a spot out of Japan by agency Mori Inc., featuring incredible mathematical choreography by Furitsukekagyo air:man.

Trying to figure out what’s going on is half the fun, so we won’t spoil who the advertiser is, or what they’re selling. But stick with it through the whole three minutes. The reveal at the end makes you suddenly understand what you’ve been watching—a delightful moment that’s rare in advertising.

The spot, which came out last year, won a silver at The One Show this spring.

CREDITS

Creative Agency: Mori Inc.

Production Campany: morimori co.ltd.

Client: Sansan Inc.

Creative Director: Morihiro Harano

Content Writer: Jun Nishida

Copywriter: Akihiro Terui

Art Director: Masanori Sakamoto

Director: Jun Tamukai

Choreographer: Furitsukekagyo air:man

Music: Satoshi Yoshitake

Cameraman: Makoto Okuguchi

Lighting: Hitoshi Otake

Grip: Takashi Taniguchi

DIT: Taito Oyama

Production Designer: Yoshihiro Narutaki

Stylist: Kozue Shigeo

Hair & Makeup: Masayoshi Okudaira

Sound Operator: Isao Yoshida

Online Editor: Shunsuke Kakuuchi

VFX Producer: Yoshifumi Sadahara

Colorist: Yasutaka Ishihara

Production Manager: Satoshi Miyata

Agency Producer: Misato Tachibana

Producer: Mitsuru Yamamori

Cast: The Whole Earth Catalog