Normally, videos to launch Wendy’s breakfast would feature high-end motion graphics, a famous, booming soundtrack, and recognizable voiceover talent. With both production and our budget halted, that wasn’t possible. Instead, Wendy’s brought viewers behind the proverbial curtain to see our half-finished videos in an only marginally more finished final state. Our new breakfast items are front and center in each video, flanked by DIY sound effects, recordings of raw video editing used as video graphics, and an apologetic voiceover that announces our breakfast’s arrival while acknowledging the circumstances. These are unprecedented videos for Wendy’s unprecedented national breakfast launch in unprecedented times.