Write a short summary of what happens in the film

In Covid Crusher, every film begins with a statement – it's a confession from our audience on why a particular item has stressed them out so much in this pandemic. The lights hit. We see said item sitting between two metal plates of a pneumatic press. It was sent to us by our audience to be crushed. Our music decrescendos and our heavy metal plate descends. We hear the raw sound of the item folding, cracking, even exploding. At the end, our plates lift. The destroyed item is revealed for the audience to take in. Covid Crusher has just crushed what's crushing you.

Please tell us about the social behaviour that inspired the work

We spotlighted 3 types of social behaviours that inspired this campaign. 1. People go online to escape the offline. The boom of Animal Crossing and virtual travel videos showed us that going online to escape from the offline is our new normal. This inspired us to create a purely social content series for our audience. 2. The stress of Covid is hitting us hard, and it demands action from us. Many Singaporeans reportedly feel helpless not knowing what they can do to make themselves and others feel better. Knowing this, we knew our content must empower them with tangible actions to vent their frustrations. 3. People find ways to feel better through the content they consume The psychological satisfaction of ASMR and hydraulic press videos are undeniable. So we brought them together – one crush at a time. Answering to these important behaviours, Covid Crusher was created.