Every week "The New Yorker" runs a contest for the best caption for a cartoon that leans toward the bizarre. That was almost the gist of this assignment for Samsung: Rewrite headline and copy for an image already running in "The New York Times" that promoted their solid-state drive.
Using the web site that we'd already written as inspiration, we conjured up a few likely words. Best thing about working across languages—less is usually far, far more. And so it was here.