Lady Justice is a total hardass in campaign for AI-driven legal-tech firm Disco

Lady J wants you to ‘Law Better’ as she excoriates the woeful state of technology in the legal industry

Published On
Mar 16, 2023
Scales of Justice sculpture woman come to life

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Disco, an AI-enabled legal tech company, has a new brand character—none other than Lady Justice, aka Lady J, the the personification of the morality in judicial systems, armed with scales and a sword, since ancient Roman times.

A new commercial from Disco sees Lady J fed up with the outdated tech of the legal system. She begins destroying books and computers and urges lawyers to “law better” with Disco’s services. “If you don’t have Disco, I can only assume you hate your families and don’t want to go home,” Lady J voices to a group of lawyers. “Do you hate your family, Greg?” she asks one lawyer.


Digital and social placements will feature Lady J promoting the company’s AI-driven tech, with some ads depicting her standing atop old computers.

"When it comes to technology, it's time for the legal sector to modernize itself and embrace innovation like other industries have. We’re taking a humorous approach to get noticed, but the things Lady J gets angry about are all real-life frustrations that lawyers face every day of their working lives and which Disco can solve,” said Disco CMO Tom Furr.

London-based creative agency BigSmall partnered with Disco on the campaign, which launches in the U.S. before rolling out to other markets later this year.

The campaign was shot by award-winning director Clay Weiner through production company Biscuit Filmworks in London.

Disco' Law Better campaign with Lady Justice

Billboard showing Lady Justice and the headline "Law Better"


Mar 16, 2023
Client :
Agency :
Chief Marketing Officer :
Tom Furr
Head of Brand :
Elena Chacko Kennedy
Associate :
Jada Moody
Strategy Partner :
Ben Cleaver
Creative Partner :
Tom Evans
Managing Partner :
Matt Edwards
Creative Director :
Will Flack
Agency Producer :
Jules Coetzee
Designer :
Jonty Harbinson
Production Company :
Biscuit Filmworks UK
Director :
Clay Weiner
Executive Producer :
Sam Chitty
Head of Production :
Polly Du Plessis
Production Manager :
Adam Oyejobi
Director of Photography :
Fabian Wagner
Production Designer :
Sam Riley
Wardrobe Stylist :
Vicki Russell
Hair & Make Up :
Elizabeth Eva Hedley
Casting Director :
Anna Kennedy
Actor :
Amy Booth-Steel
Edit :
Stitch Editing
Editor :
Gareth McEwen
Online & Grade :
Black Kite Studios
Post :
Chris Grey
Music :
Louis Schwadron
Sound :
Jungle Studios
Sound :
Ben Leeves
Stills Photography :
Owen Harvey

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