Our solution was to use a simple metaphor, beautifully executed. By showcasing a man walking out of prison, we were able to capture the spirit and liberation of the 'if you're unhappy, walk away' message and also position the rest of the industry as being gatekeepers unwilling to release you. By investing in the craft of the spot and utilising a unique audio track we ensured cut-through in all formats in a market oversaturated with acoustic covers and worthy footage.

Hoping that you agree this idea is strong and perfectly suited to the job at hand, however it was really was only as good as it’s direction allowed it to be. A simple, plausible, yet far-fetched story needed to be brought to the screen with a cinematic weight and impact that made it compelling to watch and therefore stand out on air, online and in cinema.