Editor Joe Walker said that as he understood it, the concept for the crowdsourced documentary came from Ridley Scott's production company "Scott Free U.K." and from YouTube, while Macdonald explained more specifically that "the inspiration for me was a British group from the 1930s called the Mass Observation movement.
Penyunting Joe Walker mengatakan bahwa meski ia paham, konsep dokumenter crowdsourcing ini berasal dari perusahaan produksi "Scott Free U.K." milik Ridley Scott dan dari YouTube, sementara Macdonald menjelaskan lebih khusus lagi bahwa "inspirasi bagiku adalah sebuah kelompok Britania tahun 1930-an bernama Mass Observation.