This is a lovely film about one of the hidden crafts of advertising - the people who put up the huge painted billboards in New York.
The analogy's not perfect but for some reason this, sort of, strikes me as what the future of traditional TV advertising might be like. A few craft practitioners, in a few markets, making highly visible but ambient stuff for a decent, realistic wage. There's a nobility in that.
And there's something in the fact that it's part of a campaign for Stella. Something relating to this.