PAYDAY IS
EVERY DAY

They wanted to retire a word. The brand’s PR campaign made the case that “payday” belongs in the past, and petitioned to remove it from the dictionary, because when you can access your pay as you earn it, the word describes a problem that no longer needs to exist. WORTHI, the cultural connections agency, led the charge. Ritual Ads came in as production partner to both the agency and the brand, turning the idea into film. And the film refuses to perform. No sets pretending to be real life. No actress pretending to be a boss. La La Anthony playing one role, herself, told through her own real pictures. Her past plays as archival because it happened. Her present plays as documentary because it still does.