YouTube – Hit Pause VOL 3: Kickflip | BOL

YOUTUBE: HIT PAUSE VOL 3 by DEVICE

Client

YouTube

Director

Device

Services

Social Media Campaign

2D Animation

Characters

Commercial

Pause. Flip. Play.
A story about knowing when to look twice.

Nomint asked Device to help YouTube launch a new label. One that flags content made with AI, whether partially or entirely. A move towards more transparency, trust, and a sharper eye on what’s synthetic. But Device didn’t just explain it. They skated it.

Meet Alex. They/them. Teenager. Skater. Pizza-powered dreamer.

They live near the beach, blast Bad Brains and Tyler on loop, and keep Nyjah and Lizzie on the wall. For them, skating isn’t a phase. It’s THE plan.

The ride starts when something off shows up in their feed. The clips look cool, but something doesn’t sit right. Instead of scrolling past it, Alex digs in. Because for them, knowing what’s behind the trick is part of landing it. So, this isn’t just about spotting a label. It’s about getting to the truth. Creators have more power than ever, and viewers deserve to know what they’re watching. Real, synthetic, or somewhere in between.

Device stayed true to the history campaign, no gender tropes and racial defaults, focusing instead on bold characters driven by colour and movement. A stylised world made to speak to everyone. In this new piece they built a sharper narrative, leaned into cinematic language, and gave the animation more bite. Think playful camera moves, a tougher tone, and a closing shot that nods to 80s cult classics like The Warriors.

In a feed full of scrolls, spins, noise and deepfakes, the real trick is knowing when to pause, look closer, and spot what’s real. Once you do, you’re ready to ride.

PROJECT CREDITS

Client

YouTube

Production Company

Nomint

ECD

Christos Lefakis

EP

Marilena Vatseri

Directed by

Device

Executive Producer

Ibran Trassierra

Creative Director

Guille Comin

Head Of Production

Victoria Ventura

Producer

Mailén Gayoso

Co-Directors

Dante Zaballa & Ester Dus

Art Direction

Eudald Salarich

Animation

Guadalupe Vyleta, Bujor Stefanescu

Illustration

Bitasi Santos, Eudald Salarich

Clean Up

Julieta Culaciati, Guadalupe Vyleta, Virginia Fillol

Compositing

Alberto Pozo

Music & Sound Design

Mophonics

AI

BOL’s Approach to AI

At BOL, artistry and craftsmanship are at the heart of everything we create. We’re a human-led production house, guided by curiosity, care, and the belief that storytelling can expand consciousness and shape culture for the better.

AI is part of today’s creative landscape — but for us, it’s always a tool in service of human creativity, never a replacement for it. We use it thoughtfully, only when it makes sense, and always with transparency. At BOL, we see AI not as a trend, but as a transformative instrument. One that, when used responsibly, can extend the reach of human imagination. We integrate AI only where it enhances our creative process, respects human authorship, and amplifies the emotional impact of every story we tell.

We believe technology should respond to real human needs, not create them artificially. That’s why we pause to ask: What is the problem for which this technology is the solution? If the answer isn’t clear, we don’t use it. For us, critical reflection comes before execution.

Here’s what that means for our clients:

- Human first: All creative direction and final decisions rest with our directors, artists, and producers.
- Transparency: If we use AI at any stage, you’ll know about it.
- Consent: We won’t include AI-generated elements in final work without your approval.
- Ethics, Safety & Compliance: We never use AI trained on unlicensed data or in ways that put copyright or originality at risk.
- Accountability: We take full responsibility for the compliance, quality, and ownership of your final deliverables.

By setting these boundaries, we give our partners peace of mind. Working with BOL means your story is told with integrity, originality, and care — blending the possibilities of technology with the irreplaceable artistry of people.

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