For over a decade, the Edit Button was the most requested feature in Twitter history—half joke, half obsession. Everyone from Jack Dorsey to Elon Musk had weighed in publicly. And now, in 2022, it was finally happening (kind of): the Edit Tweet feature would be released to Twitter Blue subscribers only.

We were asked to develop a creative campaign to mark the launch. Our original concept leaned surreal: a series of mispelled tweets brought to life via CGI, with the errors physically manifesting in front of each Tweeter—only to disappear in a puff of smoke once the user edited their tweet in the app. Think big visuals, real-world chaos, satisfying resolution.

But with limited time and budget, we had to pivot, and fast.

We landed on a revised concept that was simpler, scrappier, and just as fun. We wrote a short live-action script centered on a painfully awkward tweet typo, cast real-looking talent, and leaned into the lo-fi humor of meme culture to bring it to life. The tone was playful and self-aware—because that’s how Twitter has always talked about the Edit Button.

The spot was shot in a single day in Los Angeles, using a documentary-adjacent style with clean framing, dry delivery, and just enough absurdity to make the moment memorable.