Emirates SkyCargo wanted to promote their methods for shipping sensitive cargo, like seafood, at a Seafood Conference in China. Rather than creating a one-off corporate style live-action video, it was proposed that they create a series of animated videos for the range of interesting things they ship by air. This allowed them to have a distinct brand style while building a library of image assets for future videos. The lobster video was such a success SkyCargo promoted it on social media where it garnered over 1 million views in 48 hours in China. Jill Rosenberg oversaw scripting, directing and producing of the videos.