Senior writer Eric Gutierrez and senior AD Jason Stanfield found their inspiration in history. "In our concepting phase, we realized there's probably no moment in the Civil Rights era that better illuminated white folks than the Rosa Parks bus incident. Her small act of courage served as a great national commercial for civil rights."
The team sought to do the same here, tapping documentary filmmaker Doug Pray of the Oil Factory to find their latter-day activists. Advertising on the internet, in weeklies and in various gay publications across the country, "it was like trying to find a needle in a haystack to find people interested in coming out at the workplace," Pray says.