Samsung 'Unboxes' Its Tech Evolution in Dazzling Effects-Driven Film
Video Drops Before Brand's 'Unpacked' Event at the Mobile World Congress
Editor's Pick
Samsung takes the now-familiar premise of the "unboxing" video to show far the brand's mobile technology has evolved over the years in this energetic, effects-driven film from 72andSunny and directed by Asif Mian and Bob Partington of 1st Ave Machine.
In the opening scene, a man opens a Samsung "shoe box" to reveal a gigantic mobile phone with a huge antenna, feeling its hefty weight in his hand. Via some dazzling VFX, he unpacks that, nesting-doll style to reveal increasingly smaller devices.
The spot goes on to capture Samsung engineers of the past, trying to conceive the perfect watch phone -- resulting in models that get more compact, sleek and cool with each iteration. a Other scenes show the brand reaching a high point, making the first 3G call from Mount Everest - and then a "low" one, under water, demonstrating the Galaxy S5's water-resistant capabilities.
The ad drops ahead of Samsung's "Unpacked" event at the Mobile World Congress in Barcelona.
Credits
- Date
- Feb 19, 2016
- Brand :
- Samsung
- Client :
- Samsung
- Senior Vice President, Global Head Brand Integrated Marketing :
- Pio Schunker
- Director, Launch Marketing Group :
- Sonia Chang
- Senior Marketing Manager :
- Yeji Kim
- Marketing Manager :
- Lloyd J. Kim
- Marketing Manager :
- Noo Ree Hur
- Marketing Manager :
- Sophia Jang
- Agency :
- 72andSunny-Amsterdam
- Executive Creative Director/Production :
- Carlo Cavallone
- Executive Creative Director/Production :
- Stuart Harkness
- Creative Director :
- Matt Heck
- Senior Writer :
- Andy Johns
- Designer :
- Domingo de la Villa
- Managing Director :
- Nic Owen
- Group Brand Director :
- Brendan Bell
- Brand Director :
- Hanna Pettit
- Brand Manager :
- Rico Oyejobi
- Brand Coordinator :
- Maaike Baan
- Brand Coordinator :
- Amandine Decourcelle
- Business Affairs Manager :
- Jaime Szefc
- Business Affairs Coordinator :
- Selam Kehishen
- Group Director, Strategy :
- Tom Johnstone
- Director, Strategy :
- Maria Galleriu
- Director, Strategy :
- Elena Lonita
- Director, Production :
- Stephanie Oakley
- Film Producer :
- Peter Williams
- Film Producer :
- Jennifer Cursio
- Production Company :
- 1st Ave Machine
- Director :
- Asif Mian
- Director :
- Bob Partington
- Executive Producer :
- Isabella Parish
- Producer :
- David Stewart
- Director, Photography :
- Manel Ruiz
- Production Manager :
- Kerry Smart
- Production Designer :
- John Beard
- Art Director :
- Jiri Matura
- Costume Designer :
- Rebecca Hale
- Hair and Make Up :
- Darren Evans
- Editorial :
- Cut+Run, London
- Editor :
- James Rose
- Editor :
- Jack Singer
- 2D Lead Compositor :
- Ricky Weissman
- 2D Artist :
- Dirk Riesenfeld
- 2D Artist :
- Tom Van Dop
- 2D Artist :
- Dan Sanders
- 2D Artist :
- Lise Prudhomme
- 2D Artist :
- Julia Caram
- DMP :
- Vincent van der Klaauw
- 3D Lead Artist :
- Amir Bazazi
- 3D Artist :
- Ross McCabe
- 3D Artist :
- Luca Maccarrelli
- 3D Real-Time Capture :
- Kitty Lin
- Motion Design :
- James McIver
- Colorist :
- George Kyriacou
- Baselight Assist :
- Kennedy Dawson
- On-Set Visual Effects Supervisor :
- Jim Radford
- Visual Effects Producer :
- Gwenn Hardouin
- Visual Effects Line Producer :
- Edwin Elkington
- Music Publisher :
- Warner Chappell
- Record Company :
- Warner Music Group
- Composer :
- Michael James Kerr
- Composer :
- Benjamin Peter Thatcher
- Music Artist :
- Royal Blood
- Track Title :
- "Figure It Out"
- Audio Post Production :
- Wave Studios Amsterdam
- Audio Post Production :
- Factory
- Mix :
- Alex Nicholls-Lee
- Mix Audio Post Producer :
- Ben Tomlin
- Sound Designer :
- Phil Bolland
- Sound Design Audio Post Producer :
- Lou Allen
- VR Shot :
- Vincent Brady Nocturnal Photography
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