On March 25th, Hollywood descended on the Steve Jobs Theater for the announcement of Apple’s streaming service Apple TV+. 24 hours before, thousands of people were trolling the events page on apple.com looking for anything left unguarded. So we hid a link. If found, it appeared as if Apple had mistakenly turned the event livestream on early and you had gained access to the cameras inside the Steve Jobs Theater. The 24 hour “livestream” was programmed with cryptic, odd and humorous vignettes—“There’s No Business Like Show Business” played by a solo violinist, a Russian moon landing, a bedtime performance of Brahms’ Lullaby by an animated Schroeder from Peanuts. Each vignette in the film contained easter eggs that teased shows, partnerships and celebrities that would be announced or appear at the keynote event the following day—keeping them engaged on social media right up to the actual event stream.