We crafted a music video-like film built from our core track. “They're not brave like you, they're too scared to do // Anything that's different, anything that's new” snarl the lyrics as our character smashes an office to bits - accomplished with nearly fully practical effects.

Our hero was cast as a young Asian woman - a choice near and dear to many members of our agency team who said they saw themselves in this work for the first time.

We targeted people with messages at the moments they would be thinking about quitting, infiltrating work days at every touch point, from the elevator ride up to the office to the cafes and restaurants where they got coffee and lunch, to urinals at popular bars in downtown office areas. The message is clear: stop working for someone else’s dreams so you can start a business and Own What’s Yours.

2022 was a year like no other for America’s employees. Mass tech layoffs disrupted lives. . The Great Resignation had given way to Quiet Quitting, a symptom of an uninspired workforce. And the stress of the pandemic made people question how they spent their time – and why it was being spent working on someone else’s dream.

ZenBusiness saw their moment to speak to culture, and was ready to show another path forward. ZenBusiness is a tech platform that helps anybody launch, run, and grow their own business. During this unique moment in history, it was uniquely positioned to help people exit the rat race of working for somebody else so they can create a business they’re actually passionate about and start to love what they do.

Hollywood has portrayed dissatisfied office workers in the same way for decades, largely as middle aged, tie-wearing men. But we knew the most frustrating aspects of the modern workplace fall disproportionately on women and women of color, so we wanted to reflect that representation in our casting in a way that felt bold and breakthrough.

After multiple rounds of casting, we’d seen countless talented actors but hadn’t found our person, so we pulled an overage to do an additional search in London. Among the last tapes we saw, we found our hero: a young, Asian woman with a unique and artful sense of rage. Not only did she perfectly embody a frustration with the workplace that felt universally relatable, she also provided a voice for women and Asian women who are often represented in media as quiet or restrained.