Samsung 'Unboxes' Its Tech Evolution in Dazzling Effects-Driven Film

Video Drops Before Brand's 'Unpacked' Event at the Mobile World Congress

Published On
Feb 19, 2016

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.


Feb 19, 2016
Brand :
Client :
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 :
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
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 :
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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