• by Richard Whitman , Columnist, November 3, 2015

When Saatchi & Saatchi New York was planning to remodel its Hudson Square offices, ECDs A. Chris Moreira and Mark Scholler decided that there was a story to be told amidst all the demolition going on in the office prior to the remodel.  

Of the idea, Moreira and Scholler said: "We agreed early on that a music video would allow us the most freedom to do that justice. And from there we landed on a simple concept -- what if someone came to work and had the worst day ever? We then worked with Bill and Alan (of Big Data) and refined the concept to what we ended up with." 

Of the concept, Big Data's Alan Wilkis said: "First and foremost, who could resist a chance to break lots of walls and office furniture with a sledgehammer? And secondly, it played nicely with the concept I've always had of 'Big Data' being this evil corporate powerhouse. Their storyline gives us a little window into what daily office life might be like at the evil 'Big Data' Corp.' It was a pleasure working with Saatchi, they had lots of ideas right off the bat, and any time I had a way to Big-Data-ize their story a bit more, they were totally receptive."

 The video (which can be seen here) is backed by the song "Clean (feat. Jamie Lidell)" which was originally released on the band's album 2.0 in March.