What would you do if you had extendable arms? The series of animated GIFs, created to promote a fake brand of pills called Ugrow, uses comedy to provoke a reflection on our society and how we constantly try to define our self through acts of consumption in an attention-seeking culture. The short film is the result of a year long project that developed as mini web series as well as social media pages with Instagram running along side contents with snapshots of Ugrow 'users around the world. The project uses the advertising language and turn it upside down to tell a story about how we see our self and engage with each others.