I had the amazing opportunity to collaborate with incredibly talented and unconventional minds. Thinking architecture for tv branding is a special challenge. Architects are used to designing several systems at the same time. We think about structure, piping, regulations and spatial qualities among others. But when your mind is set for building and construction, it is a huge breath of fresh air to have the guys of Lumbre talk about camera, walls moving, unreal scales and samurais fighting concrete letters. It makes your worldview so much wider and it will make you beg for whatever this guys are having for breakfast. 
Please take a look at their amazing work on architecture and mind blowing graphics.