Factorial and Fuego Camina Conmigo turn Workplace Chaos into a Surreal Nightmare with "Tangled"

Oct. 23, 2026

What happens when everyone works for the same company, but nothing works together? Endless bureaucracy, disconnected tools, duplicated processes and employees spending hours searching for information their company already has. This frustrating reality is the starting point for “Tangled”, the new global campaign created by Fuego Camina Conmigo for Factorial, marking the company's evolution beyond HR software to become The AI for Business.

At the heart of the campaign is a simple insight: businesses don't necessarily lack information or technology. They lack connection. According to research shared by Factorial, 48.8% of business leaders across Europe spend between 20% and 30% of their time searching for information that already exists in another department. A problem that turns everyday tasks into unnecessary bureaucracy and prevents people from focusing on what really matters.

To bring this absurdity to life, Fuego Camina Conmigo has created a surreal visual metaphor: an enormous knot made of cables, folders, screens, documents and people. A chaotic workplace where everything is tangled together, yet nothing is truly connected. The campaign transforms familiar office frustrations into an exaggerated, almost nightmarish world, using humour and surrealism to expose just how ridiculous corporate routines can become.

Carles Gómez, Creative Director at Fuego Camina Conmigo, explains:

“The metaphor we've created is surreal, exaggerated and completely over the top. But the funny thing is, most of us have experienced something remarkably similar at work. We wanted to push that absurdity as far as possible while capturing something universally recognisable: just how ridiculous work can become.”

 

Beyond the surrealism, “Tangled” introduces Factorial's new positioning as The AI for Business, a platform designed to understand companies, connect their people, processes and information, and unlock their full potential. At the centre of this evolution is One, Factorial's personal AI agent at work, which allows employees to ask questions, delegate tasks and automate workflows using their company's real context. Rather than adding another layer of technology, Factorial aims to make everyday work simpler, more connected and less bureaucratic.

Sara Carmona, Global Creative Director at Factorial, commented:

“Tangled is our way of showing the chaos businesses experience every day: too many tools doing the same thing, endless misunderstandings and people spending more time connecting departments than doing their jobs. We believe humour is a powerful way to explain our evolution. Because if people don't recognise themselves in the problem, they won't care about the solution.”

 

The campaign unfolds in two phases. The first generated conversation around the hidden cost of disconnected work, which, according to Factorial, can cost businesses in Spain up to €242,000 per year. The second introduces the global launch and a hero film directed by Dario Fau and produced by Agosto, featuring office workers literally trapped inside a gigantic knot of paperwork, screens, cables and overlapping tasks.

“Tangled” is Fuego Camina Conmigo's third campaign for Factorial, following “Poor Managers” and “Papeleo”. Together, they have established a distinctive creative universe that uses humor, striking visuals and everyday workplace frustrations to build a recognizable brand voice.

Because working at the same company doesn't necessarily mean working as one. Luckily, working with One does.