The world ended on Tuesday.

By Wednesday, Dale had a brand strategy.

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When an unexplained electromagnetic pulse wipes out modern civilisation, a group of marketing executives on a corporate retreat find themselves among the last organised survivors.

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Their charismatic leader, Dale, wastes no time turning the ruins of a shopping mall into something new: a society built on slogans, loyalty schemes and mandatory positivity.

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They call it A New Tomorrow.

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As the new system spreads, the sardonic narrator finds himself responsible for writing the words that hold it together. At first he tells himself he is only translating Dale’s vision.

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The apocalypse did not destroy the old world.

It simply rebranded it.

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Brand New Tomorrow blends the absurd humour of The Office with the moral chill of 1984 and Black Mirror in a darkly comic dystopian satire about power, complicity and the dangerous comfort of believing the story we are told.