When some workers make history by becoming the first unionized Amazon workplace in the United States, their victory stands as extraordinary for any union, let alone the Amazon Labor Union (ALU), which succeeded with no prior organizing experience, institutional backing or substantial budget. These leaders, including the charismatic Chris Smalls, embraced their group’s unique persona and highly unconventional strategies, like wearing Money Heist costumes at press conferences or distributing free marijuana to workers, and did not back down in the face of near-impossible hurdles, including a dire lack of resources, interpersonal tensions, and the ruthless tactics of a corporate giant. In this vérité documentation of their organizing, what emerges is a surprising turn of events led by an unwavering determination and a belief in labour-power. Heralded as the most important win for labour since the 1930s, ALU’s historic grassroots campaign demonstrates the profound ability of collective action to awaken the inherent power of the working class.