Hustle
Secrets

“ Tackling caffeine addiction, using Tiger Balm to stay awake and tears as hydration, Hustle Secrets uses humour to point out the absurdity of the cultural phenomenon. ”

Self-Initiated Project

Created as part of a BBC-partnered unit at Central Saint Martins

Industry

Advertising and Marketing

Corporate Wellness

Media and Entertainment

Role

Creative Strategist

Illustrator

Animator

TARGET AUDIENCE

Primary target audience

Overworked professionals infast-paced industries

Demographic Profile

Age: 25–40
Occupation: Mid-level professionals in corporate roles (e.g., finance, marketing, tech).
Location: Urban hubs with competitive work cultures (e.g.London, New York).

Psychographic Profile

Age: 25–40
Occupation: Mid-level professionals in corporate roles (e.g., finance, marketing, tech).
Location: Urban hubs with competitive work cultures (e.g.London, New York).

Secondary target audience

Aspiring young hustlers

Demographic Profile

Age: 18–24
Occupation: University students or entry-level employees.

Psychographic Profile

Motivated by career success and societal approval.
Romanticise hustle culture but may feel overwhelmed by expectations.

Behaviour insights

What Drives Hustlers?

Target audience behaviour

They often glorify overwork as a badge of honour.
Many seek content that speaks to their struggles without adding guilt or pressure.
They are more likely to engage with lighthearted, humorous messaging that feels non-judgmental and relatable.

Communication strategy

‍

Speak their language

Tone: Sarcastic but empathetic—acknowledging their struggles while encouraging reflection.
Mediums: Animation, short videos, and digital content optimized for social platforms like LinkedIn, Instagram, and TikTok to reach audiences where they spend time.
Goal: Use humour to disarm and engage, making audiences more receptive to critical messages about work-life balance.

Frames that captivate.
Scenes that communicate.

Scars Hung Like Trophies

This frame critiques the glorification of burnout by depicting a spinal deformity caused by relentless overwork. Not as a medical concern, but as a badge of honour.

Drinking Tears to Save Time

This scene humorously depicts the hustler’s obsessive efficiency by showing them drink their own tears, highlighting self-neglect and emotional suppression.

Dark Roast, Darker Thoughts

This frame exaggerates the cult-like dependence on caffeine in hustle culture. With wide, hollow eyes and coffee beans orbiting like clockwork, the figure becomes a symbol of sleepless ambition

Boss Holding the Tie as a Leash

This scene humorously illustrates workplace power imbalance, with the leash symbolising control and dehumanisation by superiors.

Taking feedback to sharpen
humour and refines purpose.

Exploration 1: Too Abstract

Initial concept aimed to express coffee addiction through repetition, but the abstract dots lacked clarity. Feedback revealed the message didn’t land.

Exploration 2: Visual Clarity

Added coffee beans for context, but lost the ‘hustler’ identity. Without a clear persona, the satire fell flat.

Exploration 3: Identity Rebuilt

Reintroduced the overworked character, but the caffeine narrative weakened. The balance between concept and context was still off.

Exploration 4: Exaggeration Wins

Pushed the metaphor to absurdity, tears and vomit flow like coffee. A final exaggeration to clarify the satire and land the commentary.

HustleSecrets