Samsung is promoting its Galaxy S22 phone's Night Mode photography in the U.K. with a spot that goes down the fashion film route.
Agency Mother London joined forces with the British Fashion Council and fashion designer Charles Jeffrey (whose label Loverboy is known for vibrant nightclub-wear and elaborate, performance-led films) to create a film shot entirely at night.
Directed by Matilda Finn of Biscuit, the film, running on paid social, celebrates Jeffrey's bold aesthetic and long-term entourage of friends, alongside singer Charli XCX, as they enter an otherworldly, dreamy night. The film blends fashion and the surreal with a touch of humor, provided by a flock of sheep.
It's certainly different in style from Samsung's U.S. ad for the S22, which explores night-time filming in a more conventional way. However, unlike that film, this one was not shot on the Galaxy S22 but rather, "inspired" by it.
"Our new devices enable night photography and video capture like never before and Charli XCX and Charles Jeffrey have helped us create some of our most compelling and ground-breaking content yet," said Alex Conaway, head of brand, mobile, wearable and hearables for Samsung Mobile UK, in a statement.
“The inspiration for my collections come from my love of alternative subcultures, abstract art and passion for music," added Jeffrey. "This collaboration with Samsung and Charli XCX, to launch the Galaxy S22 Series, celebrates the dreamlike experiences and memories of nightlife culture and nights out with friends.”