To promote the new digital TV format of the pay-per-view service VTR, we created a campaign built on the insight that when you’re a fan of a specific movie, there are certain scenes you could rewatch endlessly. The visuals portrayed a surreal world where directors were constantly re-shooting some of the most iconic movie scenes, revealing the backstage effort required to sustain an infinite repetition—millions of doors being chopped down with an axe, or countless sharks exploding over and over again.