Samsung was launching its new MP3 player, the K5, globally. The goal was to have the K5 with built-in slide-out speakers, which gives users the freedom to share their music anytime and anywhere and become the #1 alternative to Apple’s iPod in the MP3 category. The result was a concept for a viral film that builds on the metaphor of the isolation and distance created by the iPod generation. People are initially shocked by one man’s bravery when he smashes his bubble to the ground. They ultimately rejoice in the freedom and celebrate their new connections.