'Smash the Like Button' is a satire on state of creator culture in a post-pandemic world. As a filmmaker in North Wales, I wanted to find the most absurd way to explore my feelings related to events of 2020. I reflected on my own time indoors, consuming online content and Youtube videos.

It struck me that in the creator economy, where attention = money, online creators experienced a huge boom in audience growth and financial freedom during this period (TommyInnit is perhaps one of the most famous examples of this phenomenon). However, as the world began to 'unlock', these creators equally experienced severe anxiety about retaining their crown and growth potential. This anxiety being amplified by the direction of platforms requiring ever more content for their hungry audiences, eagerly awaiting it.

For me, this is fascinating and perfect fodder for satire. It's a great, bizarre reflection on the development of online audiences and how the state of the world influences our habits. TikTok has now exacerbated this in 2022 and I find the subject matter is actually more pressing than ever.

Throughout the series, DanDanDan becomes more disillusioned and Susie Knows becomes more emboldened. As the world becomes stranger, so do they, as they battle for supremacy, while ignoring the burning building surrounding them.

This series is how I felt, emerging from the pandemic. It's the direction we're heading in. Sometimes I love it. Sometimes I hate it. I hope you have fun watching! Thank you, Rob.