Filmmaker Casey Neistat had this to say about his mission for his short film:
"I wanted to make a movie about this issue for years, and got started after a discussion with my friend Benny Safdie on the proper, courteous way to text while walking. By mastering the etiquette of texting, I hope we can gain more control over our increasingly electronic lives. Let’s stop acting like hollowed-out zombies, with BlackBerrys and iPhones replacing eye contact, handshakes and face-to-face conversations. It’s time to live once again in the present and simply be where we are."