Self-care app, Finch, gets real about the struggles of modern life in its first-ever brand campaign. The film, Whatever It Takes to Get Through the Day, created by agency, Weirwork, with production led by Prettybird animation director, Kristen Lepore, doesn’t shy away from the messy frustrations of life. It doesn’t present itself as the only way to deal with them. In fact, it celebrates the rituals people use – from a three-hour nap to sitting on the washing machine.

The film’s honesty, tinged with humour and underlined by a bouncy song, is a fresh approach for the sector. Its human understanding is magnetic and memorable. Every frame of the final film was crafted by hand. No AI.

Katie Shill, vice president of marketing at Finch, stated, “Our users tell us about the weird, specific things they do just to get through the day, and none of it looks like a typical wellness ad. We wanted our first campaign to reflect that reality and push back on the idea that there’s a ‘right’ way to take care of yourself. Bringing in Kevin and Kirsten and stepping outside the traditional agency model gave us the freedom to make something stranger, more human, and ultimately more honest.”

Kevin Weir, executive creative director of Weirwork, added, “It was an absolute dream working with the people at Finch on this film. They really encouraged us to get weird and dark, which we were quite happy to do. We need more weird work in the world. It takes a brave client to introduce their (adorably sincere) self-care bird app to the world with a film that talks about how we’re all hanging on by a thread over a pit of despair. We wanted to push the bounds of where this bird could go, while also making sure that our world felt like something that the current finch users would love and see themselves in.”

Credits:
Client: Finch
Founders: Nicolas Aquino & Stephanie Yuan
Marketing Director: Katie Shill
Creative Director: Alan Lau
Marketing Manager: Bea Dybuncio

Creative Agency: Weirwork
Executive Creative Director: Kevin Weir
Creative Director: Mark Bielik
Producer: Isaac Hoff
Strategy Director: Tom Naughton

Production Company: Prettybird US
Chief Executive Officer: Kerstin Emhoff
Animation Director: Kirsten Lepore
Executive Producer: Suzanne Hargrove
Head of Production: Rachel Main
Animation Producer: Martine Jean

Post Production & VFX: Mathematic Studio
Chief Executive Officer: Guillaume Marien
Executive Producers: Hadi Dahrouge & Christian Kelly
VFX Producer: Nikita Saini Zille
VFX Supervisor: Manuel Quinto

Music & Sound: Human
Composer: Ava Matasavage
Music Producer: Nicole Riolo
Creative Producer: Mike Jurasits
Managing Director: James Wells
Sound Engineer: Daryl Pinsdorf
Post Production: Rob Suchecki