Led by Mill+ creative director Bowe King, revealing the different scenes in an engaging way while remaining true to actual workings of a pop-up book was key in this spot. Bowe said "We thought the best way to have fun with this would be to stay true to the mechanics of practical pop-up books. Anything can be done in CG now but we wanted to make sure we had a system of reality set up behind the scenes.  We diligently researched intelligent pop up books, then using a real Filet-o-Fish box as a base, and a lot of Mill+ craftsmanship we constructed some actual folding paper articulations." From there, the animators took over.

3D lead Adam Carroll said, "The team spent more time analyzing the way pop-up books work than they ever thought they would. This was a unique challenge, the way each page folds affects the shapes and illustrations on that page. Everyone was constantly testing out paper folds with scraps of paper."

To integrate a classic illustrative pop-up look, a team of Mill+ illustrators hand painted every texture in this, Bowe added, "even our lovely mermaid was painted from scratch!"

Watch as more than just a fish filet emerges from its box.