The idea was to build curiosity about the next Pixar movie without giving the entire plot away. Wall-E was set 700 years in the future on a waste-covered Earth, so we wanted to focus on the real culprit of Earth's demise: enter Buy 'n Large.

By creating a campaign for Buy 'n Large, the corporation that created the Wall-E robot and all the robots from the movie, we were not only referencing the movie's uniquely complex backstory but also highlighting one of the major themes of the movie: mass consumerism.