Samsung explores the possibilities of nighttime filming in a new spot for its Galaxy S22 and S22+ models, featuring its "nightography" video feature.
Created by Publicis' Le Truc, in partnership with Leo Burnett and The Community, it follows the protagonist through a series of evening scenes he films with his Samsung phone. He starts off shooting a streetlamp and then follows the lights to find new activities to film, such as a street artist painting a mural by night, a street jazz band, a dimly lit soccer game and cyclists with illuminated wheels. He finally ends up on a rooftop, capturing a glimmering view of the city.
All video footage used on the phones throughout the film was shot with S22+ devices and marked with the phrase "Filmed #withGalaxy." The new spot, which was first unveiled at Samsung’s Unpacked event earlier this month, breaks on TV and online today.
"For a launch campaign, it’s always tempting to tell people all the good reasons why they should get their hands on the latest Samsung flagship product," said Bastien Baumann, chief design officer at Publicis Groupe and founding partner at Le Truc, in a statement. "But for this launch, we didn’t want to overwhelm people with flashy features and product details—instead we wanted to tell a simple story showcasing the Galaxy S22 and S22+’s amazing capability to shoot videos in the dark in a compelling way, revealing stories that have remained concealed by night until now."