The production team took the creative concept and created sixteen channels and over an hour of footage that would be combined to create this virtual television set. All sixteen channels streamed simultaneously, and viewers were able to switch between them in real-time. This execution allowed the viewer to experience innumerable 4-minute iterations of the video.

As a result of the communication activity, this video immediately went viral. During the first day, the video was viewed over 1.5 million times and 200 global media publications covered the project. In the first week alone, it garnered $17 million in earned media across 58 countries. The media value and exposure went above and beyond the client’s expectation and business objectives. Sony wanted the attention of Dylan fans, and got the attention of the world. As a result of this exposure, traffic to the Dylan website reached an all-time high, and consumer awareness of the box set greatly increased.

Sony planned to release a box set containing all of Bob Dylan’s recorded songs and wanted to grab the attention of Dylan fans worldwide. Because Dylan fans have such a strong pre-existing relationship with his music, creating the first ever music video for one of the greatest rock songs of all time, 'Like A Rolling Stone', was the perfect attention-grabber.

The concept was to recreate an icon as culturally relevant as Bob Dylan—the television set. This video reimagines the mindless everyday experience of sitting back and flipping TV channels, but in a twist of fate, all of the TV personalities are possessed by Dylan mouthing the lyrics to 'Like A Rolling Stone'. This video was relevant to both the client and the consumer, because it promoted a new product by referencing and expanding upon Dylan’s profound career.