The approach taken here is to play off of the familiar feeling shared by all apartment dwellers; your stuff is trying to swallow you. In an apartment, everything feels like clutter. Too much stuff, not enough space. With that in mind, I tried to help the viewer imagine what their space could be if some of that stuff wasn’t there. The line, "Make room for what could be" is used as motivational copy to inspire people to de-clutter and think about affordable storage units. Ultimately, make room for possibilities.