This should not come as any surprise for regular followers of Erik Proulx‘s work, but the man behind Please Feed The Animals is moving in a new direction.

Put simply, he’s sick of advertising.

“While early on, I wrote often about the state of the industry and how fucked up it is, lately I find myself not caring. I simply no longer give a shit about who’s doing what for what agency. I do care deeply about my friends’ successes and frustrations. But the business itself is a barely-audible ping on my sonar.”

Proulx’s “Lemonade,” the documentary about other laid-off advertising pros getting out of the biz, was pretty successful—enough that he can make a new film, Lemonade: Detroit, and a series of short branded documentaries for Dell.

“I’m still tinkering with who I am,” he says. “Right now, today, I am a film director. And that’s a full-time commitment.”