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Simon Assaad

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June 2, 2005 | Jon Healey, Times Staff Writer
At online entertainment site Heavy.com, sometimes it's hard to tell where the marketing ends and the programming begins. And to co-founder Simon Assaad, that's just the point. Take, for example, the inaugural episode of a new cartoon series dubbed "Pimp My Weapon." Posing as a do-it-yourself TV show on the mythical "How-To Network," the short video features two computer-generated figures in gladiator garb demonstrating a wicked-looking chain sword.
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