Social content.

Short, loopable, made for a feed rather than cut down to fit one. A loop that closes properly will be watched several times without the viewer deciding to; a film trimmed to fifteen seconds will not.

Thirty-two pieces on this site are social content, which makes it the largest body of work the studio has, and the reason most brands arrive.

Most of this work started as the studio's own posts. Pieces made to find out what a loop could do, with no brief behind them and no client to answer to. The register was built in public, on an audience, before any of it was for sale.

Brands arrived afterwards, and what they commissioned was that register. It is why the work looks like one studio made it: it was one studio's own, first.

The commissions page puts it plainly: a brand usually asks for Lioncolony by name because it has already seen the register it wants.

The social work runs across beauty, fashion, automotive and food: BMW, Clot, Pull&Bear, McDonald's, EM Cosmetics, Briogeo and others. Each piece is on the page and plays in place.

Several of them share a 3D build with a larger campaign film, which is the cheapest way to keep a feed fed after a launch.

A feed needs more than one piece. The studio's social work is usually commissioned in sets, and the sets are built so that individual loops can be released over weeks rather than all at once.

A true loop has to be designed as one from the start. The Ordinary's page documents an 8-second and a 4-second true loop and what had to be true of the animation for them to close without a cut.