A sharable video is born from a great idea and a great idea is nourished by research. Nucleane, a Pocatello based company, needed labor for their rapid growth. They came to me armed with the primary research that thousands of Idaho households had gone from a 2 income home to 1 income. They asked me to come up with a clever video ad that plays off that fact. We went with the comedic angle of a parent who needs a break from her kid who she has spent extra time with due to the pandemic.