To relaunch gas brand Conoco, Carmichael Lynch partnered with artist/animators Jimmy Marble, Julian Glander, John McLaughlin, Stanley Sunday, Bento Box (of Bob Burger’s fame), and production company Ways & Means to create a series of social films.

With more than 50 pieces of video content, Choose Go is like an obscure Tumblr page come to life.

With a mix of live action and animation, it’s a motivational speech wrapped in a buffet of GIFs, brain candy, and other internet-born strangeness, designed to remind the world to fill up and go.