The client concept was focused around the idea of hatching new ideas and incorporating and egg. 
I like to create surprise and twist in the narrative. So the first few shots, keep the viewer in mystery about what we are seeing. Then we see the first full shot, are super intelligent brains instantly recognize the shape as an egg, I used dark shadows and a matte finish to make sure it looks heavy.  We instantly assume its solid, and shares all the characteristics we know about egg things.
That’s when the climax and surprise twist comes, the rumbling and stretching foreshadows rubber, but its not until it starts stretching and ... pop!  What it’s more like a balloon texture, omg! 
And that’s what makes it fun, and keeps the viewer interested.

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