Self-care app Finch’s charming new animated musical spot makes a good case for the weird little habits that keep people afloat in an increasingly challenging world.
The app, which has roughly 2 million daily users, is stepping into brand advertising for the first time with the campaign, which sidesteps wellness clichés for stranger, more relatable behavior. The film, titled “Whatever It Takes to Get Through the Day,” highlights the oddball routines people cling to when life feels overwhelming—from inhaling the scent of a cat to zoning out with comfort-TV marathons or parking themselves atop a running washing machine.
The campaign was developed by a small creative group led by creative director Kevin Weir of the just-founded boutique Weirwork, alongside writer Mark Bielik and producer Isaac Hoff. Prettybird’s Oscar-nominated animator Kirsten Lepore (“Marcel the Shell with Shoes On,” Marvel’s “I Am Groot”) worked with effects house Mathematic on the visuals.
