What do you do when asked to concept, write, and produce a manifesto-driven campaign to help relaunch the Twitter brand? In the case of Bonfire Labs’ janitor Christopher Weldon, you start by going back and deleting your most embarrassing tweets. All 12,452 of them. Just in case. Then you roll up your sleeves, ask yourself some hard questions in the mirror, and get your less-shook coworkers to concept, write, and produce a manifesto-driven campaign to help relaunch the Twitter brand. Then, later, you tweet about how great all the attention and buzz around the film makes you feel.