We enter an empty laboratory. Flashes of light are coming from an active electron microscope at the end of the room. Inside the microscope, an amoeba-like cell is dividing and multiplying. It becomes almost foetus-like, a translucent entity with a developing 'veins' and a 'heartbeat'. It transpires that this is the incarnation of the latest LG mobile phone. The evolution of the most up-to-date 3G telephone technology, the metamorphosis from cell to phone directly compared to the development of a human being, except in this case the 'heartbeat' is the throbbing earpiece, the 'veins' parts of the microchip.

Finally, the fully-grown 'phone opens its 'eye', the camera lens, and takes in its environment, blinking.

Glassworks worked on the ad for a total of 6 weeks. Only reference stills were shot for what is a fully CG commercial. The lab, microscope machine, cells, and various stages of phone model were built, textured and animated. These models were composited together in Flame to smooth out the morph.