The film follows a pretentious, auteur director (played by Bill Hader of Saturday Night Live) as he puts the final touches on the show’s opening number—an ostentatious spectacle that fits in with Silicon Valley’s current age of excess. When the overly complicated production falls apart, our director returns to Apple’s signature simplicity to save the day.

“Backstage” was created specifically to open Apple’s World Wide Developer Conference: a film meant to run only once for an audience of developers, journalists, and millions of online viewers.

The film generated big PR during the event, landing mentions on BuzzFeed, The Verge, Time Magazine, Fortune Magazine, Mashable, Polygon, FastCompany, Slate, Business Insider, Gizmodo, MacWorld, and TechCrunch (to name a few).

After reaching millions of live-streaming viewers, “Backstage” went on to be viewed by millions on YouTube and mentioned by 4k opinion leaders online, leading to 147M online impressions.