2022 saw one of the largest shifts in workforce history. The Great Resignation moved beyond headline news and into sharp reality. Over 50 million Americans quit their jobs and independent workers grew to over 51 million – a 34% increase from the year previous. But as side gigs became real businesses and passions ignited economies, the proliferation of vertical software for those going solo followed suit. For HoneyBook, a newcomer to the space with little brand awareness, that meant launching with an irreverent, humorous campaign that demonstrated what can go wrong when your clientflow is broken.

From a stage diving dj who’s effed up an 81st birthday thinking it was an 18th, to a designer whose clients always seem to ghost her when it’s time to get paid, the work brought an unexpected humanity and levity to an otherwise bland and jargon-filled space. Got a case of the monday.coms? Get HoneyBook.