Make Me Pulse 2017

Where 2016 is cold and tense, 2017 is warmer and more generous. It floats through scenes instead of demanding you hold things down, and the mood shifts from 'prove you can keep up' to 'come look at this.' A genuine sequel in feeling, not just in number.

The giant glowing lightbulb as a centerpiece for 'new ideas' is about as on-the-nose as a creative agency can get, and the site leans into it with complete confidence. There is no irony here. The lightbulb is enormous and it is beautiful and that is the message.

There is also something to be said for two consecutive years of this level of care and imagination, each one a distinct mood. 2016 is something you show someone to prove the browser can do this. 2017 is something you show someone when you want them to feel something. Both work.