How long before this guy gets picked up by Partizan and is making music videos?
Also see Amateur, his previous stop frame masterwork.
There will come a time when the means of production are entirely democratised, when the only barrier to creating something will be having the idea and inclination.
The question becomes - what's the role of agencies in a world where everyone can create beautiful content? What's the role of branded content or ads?
If Mr Heath is right, and messaging in advertising is essentially irrelevant, why not just slap a logo on to a highly emotive user generated film?