Newfangled is a long-time collaborator with Staples, and the brand’s annual "back to work" sales push (right after the new year) is an important part of its marketing plan. But coming into 2021, Staples wanted to acknowledge the work and school challenges people have overcome during the pandemic, and remind them that Staples is there to help make the new normal feel as productive as possible. We developed a series of three ads, each focusing on a different category (adapting small businesses, working from home, and remote school). Through the writing, live-action filming, and editing, Newfangled was able to strike a heart-warming, sometimes playful tone that recognizes how far we’ve come and how flexible we can be.