The short has an amazing art direction. Nice low poly models, cool animation, lovely particles, outstanding photography byt I need to say it, the song has really nothing to do with the commission. We as animators shouldn't really know about marketing or communication, but to know what to build upon your target is a key factor. Study your client, ask all what you can. Try to be sure you understand the job, build your art direction structure, start your concept art, be approved and start animating.