The B2B, technology and automation space is dominated by tech giants. Their marketing has big budgets and uses complicated industry jargon to describe the technology, typically using futuristic graphics overlayed on high glass ceilinged offices. As a start-up looking to go public, UiPath couldn’t compete in the same way. So we created a film that would stand out by focusing on the simple human benefit using a an unassuming office toy.

The track was commissioned because it was integral to telling the story and needed to hit a number of asks. Because of the repetitive movements in the story, it needed to guide and work in perfect sync with the animation to create a sense of monotony. But at the same time capture the whimsy of the idea, while drawing inspiration from, and transforming with, the hero of the spot.