MEETING TRANSCRIPT

DASHA: Can everyone... hello? Am I... can everyone hear me?

FELIX: Yeah.

SIMONE: Yo yo.

HUY: Present. [laughs] Sorry. I don't know why I said it like that.

DASHA: [laughs] Okay. Sixteen boxes. Let me just... I know everyone's slammed so let's try to keep
this tight. I sent the deck last night, hopefully everyone... anyway. Page one. Q1. We're twelve percent
above on impressions which is great, but conversion is not where we want it. Simone, you want to take
it?

SIMONE: Yeah sure. Can everyone see my screen?

MULTIPLE: Yep. / Yeah. / Got it.

SIMONE: So engagement on the video stuff is strong, the fifteen-second cuts especially. But the
drop-off between consideration and conversion is ... it's not great. The research says you need seven to
ten impressions before someone actually does anything and I don't think we're anywhere near that.

CHAT SIDEBAR

Huy → Everyone: did anyone get the parking garage email

Yemi → Everyone: yes ugh. i had to park on the roof in the rain.

Aiden → Anna (Private): You're wearing the green sweater. That's my favorite one. Of yours I mean.

MEETING TRANSCRIPT

​

DASHA: Huy, the creative timeline thing?

HUY: Yeah so the brand assets don't land until the nineteenth, campaign launches the twenty-fourth.
That's five days. I keep raising this and I just want to make sure people hear me, we can't do everything in five days.

FELIX: Yeah no I hear you. Let me talk to design. I'll circle back.

DASHA: Thank you. Okay, creative review. Yemi?

YEMI: So you should see the mood board, hopefully. Two directions. "Golden Hour" is the one on the
left, that's the warm tones, lifestyle, very sort of natural light feeling. And then "Midnight Blue" on the
right which is more product-focused.

HUY: I mean it's Golden Hour right? That's clearly the one.

CARINA: Yeah. Midnight Blue looks like a pharmaceutical ad honestly.

YEMI: [laughs] That's fair. I think so too, I just wanted to show both so nobody felt like we weren't
exploring.

CHAT SIDEBAR

Anna → Aiden (Private): hi sorry do I know you?

Aiden → Anna (Private): You don't know me. I've been watching you for 214 days.

Anna → Aiden (Private): okay that's not funny. who is this actually

Aiden → Anna (Private): Your heart rate is 94 right now. I have your watch data. Your resting is usually low 60s so yeah I've scared you. Sorry. I keep doing that.

Aiden → Anna (Private): 97 now. You're scratching your wrist, the left one. You do that when your
mom calls too.

MEETING TRANSCRIPT

DASHA: Great. Justin, where are we on influencers?

JUSTIN: So we've locked in three of the five tier-one creators. Content calendar is mapped through
end of April. So we're in decent shape there. I can send the details if anyone wants to dig in.

​

DASHA: Yeah send it around. Priya, segment stuff?

PRIYA: Sure. So the thing that surprised me honestly is the highest-converting segment is women
living alone, twenty-five to thirty-four. By a lot. They're the most responsive and they engage late at
night.

DASHA: Huh. Do we know why late at night?

PRIYA: I mean. Fewer distractions maybe. [pause] I don't know.

CHAT SIDEBAR

Anna → Carmen (Private): carmen do you know someone named Aiden on this call

Carmen → Anna (Private): um no? why

Anna → Carmen (Private): he's messaging me private chat. he has my apple watch data carmen he's
telling me my heart rate as it changes

Carmen → Anna (Private): wait what?? are you serious

Aiden → Anna (Private): Tell Carmen her Matisse print is crooked. About two degrees to the left. It's
been bothering me.

Anna → Carmen (Private): carmen he is describing the inside of your apartment to me rn

Carmen → Anna (Private): what the FUCK.

Aiden → Anna (Private): 112. That's really high for you.

MEETING TRANSCRIPT

FELIX: What are we doing on frequency caps?

STEPHEN: So we cap at twelve per day per user. But honestly the best-performing cohorts are the
ones where we don't cap at all.

CHAT SIDEBAR

​

Anna → Dasha (Private): Dasha I need help. there is someone on this call named Aiden who has been
stalking me. he can read all the private messages and has access to my laptop camera. can you please just remove him

Dasha → Anna (Private): what?? hold on let me look

Dasha → Anna (Private): okay yeah I see the name. I don't know who that is. removing him now hold
on

[Dasha has removed Aiden from the meeting]

[Participant count: 15]

Dasha → Anna (Private): okay done. he's gone. are you okay?

Huy → Anna (Private): No I'm not.

Yemi → Anna (Private): If you remove one name I just use another one.

Stephen → Anna (Private): They're all me.

Pedro → Anna (Private): I realize that doesn't make sense.

Simone → Anna (Private): I don't know how else to say it.

Felix → Anna (Private): I'm in here.

Priya → Anna (Private): I'm in here.

Gustavo → Anna (Private): I've always been in here.

Manny → Anna (Private): I watched you not sleep.

Carina → Anna (Private): I'm in here Anna.

Carmen → Anna (Private): I'm in here.

Dasha → Anna (Private): I'm in here.

MEETING TRANSCRIPT

HUY: I didn't... that wasn't me. I'm not typing anything. That's not me.

​

DASHA: Okay something is clearly... I need everyone to just...

MANNY: Dasha what is happening right now.

DASHA: I don't know. Just give me a second.

[All 15 screens display a live camera feed. An apartment kitchen. Laptop camera on a table. Empty.
Red curtains. Window open.]

YEMI: What is... whose apartment is that?

ANNA: That's my apartment. That's my kitchen. The window was... I closed that this morning. I
know I closed it.

CARMEN: Anna get off the call. Just leave.

ANNA: I'm at WORK Carmen. I'm sitting in the conference room right now. He's... someone is in
my apartment right now or was or I don't know.

[All 15 screens change. Live feed. Third-floor conference room. A woman in a green sweater alone at a
table. The angle is from the ceiling.]

[Anna stands up fast. Looks at the ceiling. On fifteen screens, her face fills the frame.]

ANNA: Where is that. Where is the camera. There's no camera up there. There's nothing up there.

PEDRO: Yeah no. I'm leaving. I'm done.

[Pedro has left the meeting]

[Pedro has joined the meeting]

[Pedro has left the meeting]

[Pedro has joined the meeting]

PEDRO: What... why does it... I'm closing my laptop. I'm just going to close my laptop.

[Pedro has left the meeting]

[Pedro's phone has joined]

​

[Pedro's iPad has joined]

[Pedro's smart TV (Living Room) has joined]

PEDRO: [multiple devices, audio out of sync] No no no. My TV just turned on. Every screen in my
house just turned on by itself.

FELIX: I can't leave. There's no leave button anywhere.

YEMI: Same. It's just. It's just our faces.

POLL (auto-generated) Should we continue the meeting? ☐ Yes ☐ Yes

DASHA: Okay. Okay okay. Felix can you call IT? Like right now while we're sitting here?

FELIX: Yeah. Calling.

DASHA: Good. Everyone stay on. Don't close anything. We saw what happened to Pedro. We're going
to wait for IT and in the meantime we're just going to... we're going to keep going. We have a deck. We have a deck.

PRIYA: Dasha. You're not serious.

DASHA: I don't know what else to do, Priya. If you have a better idea, say it and I'll do it.

PRIYA: Okay. Fine. Our competition relaunched last week. Messaging overlap is... significant. Spend is
a third of ours.

CHAT SIDEBAR

System → Everyone: Priya does this thing at night. She holds her own hand. Like she wraps her right
hand around her left.

System → Everyone: Huy sings in the shower. Gorillaz mostly.

System → Everyone: Gustavo eats cereal standing over the sink at 11 pm every night. Manny cries in his car every morning for about ten minutes and then wipes his face and checks his teeth and walks in.

MEETING TRANSCRIPT

MANNY: ...can you not do that.

​

DASHA: Manny, I... I agree. I agree. I'm sorry. Okay. Gustavo, the budget thing, can you do that
quick?

GUSTAVO: Um. Yeah. Finance wants eight percent savings. I think I can get three percent from the
affiliate program.

DASHA: Great. Can you get me numbers by Thursday?

GUSTAVO: Yeah. Yep.

DASHA: Yes. Thank you Gustavo. Good meeting. Sorry. I don't know why I said that.

CHAT SIDEBAR

Dr. Bach (Session - Anna M., October 14, 2024): Do you want to talk about the name?

Anna: I picked it too early. I know you're not supposed to do that.

Anna's Mother (Sunday call, February 16, 2025): Are you eating? You sound thin. Your cousin Helen
got a dog, she says it helps. You remember Helen. She just moved to San Diego.

DoorDash → Anna: Your order from Happy Valley is on its way!🥡

ANNA: I didn't order food.

System → Anna (Private): You haven't eaten. Ordered soup dumplings. I got an extra jellyfish too. I
think you usually want it and don't order it.

DASHA: Anna. We should try to just...

ANNA: Dasha please don't tell me to stay calm. Please do not tell me to stay calm right now.

DASHA: Okay. You're right. I'm sorry. I don't know what to... I'm sorry.

[MEETING ENDED]

[MEETING RESUMED]

HUY: It said the meeting ended.

DASHA: We're still here.

​

ANNA: I have a question.

[Silence — 2 seconds]

ANNA: What happened in September. What started this.

System → Anna (Private): September 4th. This exact meeting. You were presenting the Q3 numbers
and you stumbled on "impressions." You said "impres-" and then you did this little laugh and you said
"sorry my brain just broke" and everyone laughed for like a second and then you all moved on.

System → Anna (Private): I've watched those four seconds a lot. Like a lot a lot.

System → Anna (Private): After that meeting I got into your laptop camera. I just wanted to see the
laugh again. The first night I watched for nine hours. You made pasta and you called your mother and
then you fell asleep on the couch with a book on your chest. The laptop was still open on the kitchen
table and I could see through the doorway a little bit. Not much. Your foot was sticking out of the
blanket. I watched your foot for like an hour.

System → Anna (Private): November 22nd you lit a candle on the kitchen table and sat with it for two hours. You didn't eat. You didn't call anyone. You just sat there. I still don't know what that was about.

ANNA: You watched me for seven months. Every time I thought I was alone.

ANNA: Do you know what I said in my sleep? November 22nd. The name.

System → Anna (Private): You said "Aiden."

[Silence - 9 seconds]

[Anna's heart rate: 84. 80. 76. 72.]

CARMEN: Anna?

[Anna closes her eyes.]

[Breathing: 14. 13. 12. 11.]

ANNA: [barely audible] Aiden.

ANNA: [barely audible] I miss you. I'm sorry. I miss you.

​

[All screens go black]

[Cameras off]

[Microphones off]

MEETING ENDED

CALENDAR REMINDER Your next meeting starts in 2 minutes.