Observation
Agencies and product teams often describe people as resources, headcount, and capacity. Teams are measured by speed, efficiency, and output, the same way products are.
insight
That language has become normal. Over time, it changes how people are treated and the work they make.
THE QUESTION
How do you help an industry see its own habits without pointing fingers?
The Narrative Device
Every story needs a device. This one starts inside the packaging, then steps out into the world. However strange each scene gets, the calm never breaks, and that's what makes the viewer ask why any of it feels normal.
