Samsung's musical extravaganza stars dancing aliens, cat memes and foldable phones

The mobile giant's Unpacked event kicked off with a cinematic short film promoting 'Open to That' platform

Published On
Aug 18, 2021

Editor's Pick

Samsung’s Unpacked event this week unveiled new smartphones and accessories designed to take on Apple’s mobile ecosystem. No room for the close-minded here. A two-minute cinematic spot from Wieden+Kennedy Amsterdam serves as a product showcase and drives home a new brand philosophy: "I’m Open to That."

Unfolding like a musical number in a Broadway show (or one of Samsung’s new foldable phones), the spot dives headfirst into the weird with a man in a grizzly bear suit. Strumming an old tree branch, he kicks off a medley chock full of plushie animals, living memes and tiny worlds seemingly ripped straight from the mind of Antoine de Saint-Exupéry.

He morphs into a zombie, and then a woman, before continuing the song-and-dance routine, across what appears to be the world's biggest soundstage.

The lyrics serve as sidelong references to the tech capabilities. Open, like an unfolded screen, not open, like a phone without privacy controls, you see? A few product shots do get squeezed into the quick cuts (this debuted at a launch event, remember?) before the big finale—a chorus line followed by a slow fall through space.


Aug 18, 2021
Client :
Agency :
Wieden + Kennedy Amsterdam
Corporate SVP Head of Marketing :
Stephanie Choi
VP Global Brand Marketing :
Matthew Leem
Brand Director :
Jessie Song
Senior Brand Manager :
Ahra Cho
Brand Manager :
Saebin Park
Managing Director :
Blake Harrop
Executive Creative Director :
Eric Quennoy
Executive Creative Director :
Mark Bernath
Creative Director :
Zeynep Orbay
Creative Director :
Mohamed Diaa
Art Director :
Zeynep Orbay
Art Director :
Sandra Nicolas
Copywriter :
Mohamed Diaa
Head of Broadcast Production :
Joe Togneri
Executive Producer :
Endy Hedman
Group Account Director :
David Newsome
Account Director :
Yulia Prokhorova
Account Executive :
Bliss Zhawi
Head of Planning :
Martin Weigel
Planning Director :
Thom Dinsdale
Head of Comms & Digital Strategy :
Elsa Stahura
Project Manager :
Caroline Koss
Project Manager :
Mirke Sipsma
Director of Business Affairs :
Michael Graves
Production Company :
Director :
Jean Mougin
EP :
Guy Rolfe
Producer :
Molly Pope
DP :
Todd Martin
PD :
Carolina Emiliozzi
AD :
Tony Fernandes
Choreographer :
Edson Soares da Silva Junio
Stylist :
Sergei Yordanov
Editorial :
Final Cut
Editor :
Sam Bould
Producer :
Frankie Elser
Music and Sound :
String and Tins
Music Composition :
Auburn Jam
Music Supervision :
Laura-Leigh Smith
Music Supervision :
Mike Bamford
Sound Design and Mix :
Joe Wilkinson
Additional Sound Design :
Lawrence Kendrick
Audio Producer :
Laura-Leigh Smith
Post Production :
Nash Production
VFX Supervisor/Creative Director :
Cirilo Bonazzi
VFX Artist :
Alice Villela
VFX Artist :
Andre Neumann
VFX Artist :
Caique Veloso
VFX Artist :
Cirilo Bonazzi
VFX Artist :
Diego Ruiz
VFX Artist :
Luiz Fernando Tavares Alves
VFX Artist :
Rafael Jimenez
VFX Artist :
Renata Prado
VFX Artist :
Thiago Cora
CG Lead :
Fagmario Rodrigues
CG Artist :
Alex Ferreira Simões
CG Artist :
Fagmario Rodrigues
CG Artist :
François Puren
CG Artist :
Jesiel Almeida
Coordinator :
Gabriel Bittencourt
Producer :
Flavia Gannam
Colour Grade :
Osmar Junior

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