Funny Business is a self-initiated film series by Odd Assembly, created to articulate how we think, operate, and make creative decisions as a global creative company.
Rather than functioning as self-promotion or a traditional showreel, the campaign acts as a statement of intent. It explores how structure, repetition, and systems shape creative work, and what happens when those systems are disrupted with purpose rather than spectacle.
The series was developed as a single body of work, designed to be read collectively rather than as isolated pieces.
The campaign unfolds across three short films, each examining a different moment within a shared framework.
Eye for an Eye
A study in repetition and uniformity.
Order is established, patterns are reinforced, and behaviour is dictated by system rather than intention. The film sets the tone for the series, grounding it in control, predictability, and rhythm.
Handle With Care
A moment of tension.
Familiar systems begin to strain as pressure is applied. Fragility, restraint, and hesitation come into play, questioning how much control a system can hold before it breaks.
Don’t Be a Spade
Disruption with intent.
Difference enters the frame not as chaos, but as a deliberate intervention. The film reframes disruption as a catalyst for energy, connection, and forward motion.