Caught on Camera is a 24 hour film meant to look like a “livestream” being accidentally broadcast on a hidden link from the cameras located inside the Steve Jobs Theater.

Over the course of the 24 hours, a variety of cryptic performances, films and stunts happen on the theater’s stage, in the seats and on the giant LED screen—a performance of “There’s No Business Like Show Business” by a solo violinist, a Russian moon landing, a bedtime performance of Brahms’ Lullaby by an animated Schroeder from Peanuts, a five and a half hour CarPlay drive from the Hollywood sign to the Steve Jobs Theater.

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.

Caught on Camera was broadcast 24 hours before the March 25th Apple event in which the new streaming service, Apple TV+, was announced at the Steve Jobs Theater at Apple Park in Cupertino.

Knowing that the March 25th service-only keynote event wouldn’t involve any hardware announcements we wanted to make sure to generate excitement with our core group of consumers who hang on every inference, utterance and rumor.

Caught on Camera went where thousands of members of this audience already reside—searching for any kind of unguarded information on the events page within apple.com. Data told us that a well-placed “mistake” would be found quickly and then broadcast on social channels and tech blogs.

So we hid a link.

The hidden link made it appear like the livestream cameras inside the Steve Jobs Theater had turned on early. And just like the data suggested, it was found and shared within this community in mere minutes.