Downy launched a new ad campaign behind the idea that people should "feel more" in their lives: feel more alive, feel more connected, etc. In conjunction with Gen Art and the People's Choice Awards, they picked 4 emerging filmmakers to make short films that inspire people to "feel more". Writer/Director Anurag Mehta was one of the chosen four. The films played on the People's Choice Awards website and the audience voted for their favorite. Anurag's concept was picked for the feel more "comforted" aspect of their brand.