A concept developed from a midnight giggle at the phrase "Hook Up". It evolved into the idea of having the caught fish/jellyfish take revenge on the fisherman and tear him down into the ocean and drown him, as mermaids do. Having a jellyfish Mermaid seemed like an interesting concept to explore, the project gave me the opportunity to experiment with weird camera movement and blend 2D and 3D Animation.
In the original concept, the second half of the film (the underwater section), was meant to be visualised in Pastell. However, due to time constraints, I had to make a cut on the film, in order to portray the full story, and switched to computer based 2D/3D Blend for the entire film.