Malachy Walsh
Copywriter | Creative Director
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Destroying the Category

Research showed people hated their laptops. Too heavy. Too slow. Not flexible. They said they wanted something more like a slate. And then they told us what they'd like to do their tablet. Those user suggestions were made real in this campaign made for tech review bloggers. And then, to make it as authentic as possible, they were purposefully edited using iMovie. On a bench. In my living room. 

We had over 200,000 hits in 24 hours.

Gregg Foster was the art director on this.