Ever had one of those brainwaves that sticks with you no matter what you're up to?

In a charmingly animated US-launch film for the prototyping tool, a hapless clever-clogs is followed around by his fluffy thoughts.

Such is the concept brought to life in Psyop's gorgeously animated brand film for South Korean tough-to-explain prototyping tool ProtoPie

Following a project-pursued protagonist as he makes his way to work, Free Your Ideas' tactile aesthetic and charming character design make it a compelling curiosity to the end.

Directed by Psyop stalwarts Kylie Matulick and Todd Mueller, with the creative concept coming from Amsterdam-headquartered agency Zerotrillion, this lovely rendition of the gestation of concepts is a smart North American launch for the innovative company.