This project was a milestone in my career—it was the first time I took full creative ownership, from art direction to scriptwriting.

The goal? Turn everyday tech frustrations into humor while making people want to switch from old hard drives to a Samsung SSD. We created a mockumentary-style film featuring HDD users in a group therapy session, sharing their tragic (and hilariously relatable) experiences of dealing with painfully slow hard drives. By leaning into comedy, we made the message engaging, entertaining, and ultimately, persuasive—convincing users to make the switch.

The film was a huge success, earning over 4 million views on YouTube and resonating both inside and outside the company.