i was able to get it back into recovery. back to step one
for anyone wondering how to do it:
1. Ensure that iPhone is disconnected from your PC or laptop and power it off by holding the Sleep/Wake button. Wait for it to be turned off.
2.This step is important. Press and hold the Home button while you reconnect iPhone to your PC or laptop using the USB cable. Keep the home button depressed until you see a pop up in iTunes saying that iPhone is in recovery mode. You can release the button at this moment.
3.Click ok and follow the rest of the instructions. Please note that NO backup of iPhone will be done at this moment as in the case of normal restore. iTunes will then proceed to restore iPhone using your previous backups.