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The morning Apple released their controversial film “Crushed!”, a response from Samsung felt essential. So I wrote a script and brought it to my ECD on a Friday, and then we shot it that Sunday in a dingy Long Island City warehouse. A few days later, it was out in the world.

In Apple’s film, a hydraulic press crushes some of humanity’s most beloved creative tools and then replaces them with an iPad.
In our response, we demonstrated that even when the world tries to crush creativity, it always finds a way. 

Watch below:

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Some fun behind-the-scenes details... 

A darkly lit warehouse helped to recreate the atmosphere. Then, we replicated the bottom half of the hydraulic press as seen in the Apple film, turning it into a stage for the artist to play the broken guitar.

Here’s Apple’s hydraulic “stage”:

And here’s our recreated version: