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

✅The brief? Make people want to ditch their old hard drives and switch to a Samsung SSD. So, we turned everyday tech frustrations into humor: 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, clear and entertaining—and gave people a good reason to finally make the switch.

The film was a huge success, earning over 4 million views on YouTube and sparking conversations both inside and outside the company when it launched in 2019. And in 2025, it’s still getting recognition—organically.

My role: I came up with the concept, wrote the script, flew to LA with my Creative Director and guided the art direction throughout production.

CD BRUCE LEE

ART DIRECTOR HAEHYUN PARK

FILM DIRECTOR ELI ODEGAARD