Design

Samsung | Awesome is for Everyone.

THE BRIEF

MPC worked with WIEDEN+KENNEDY to bring to life Samsung’s global ‘Awesome screen, an awesome camera, and long-lasting battery life’ campaign. In 2020 the brand wanted to go one step further and create a rollercoaster ride through different phone features and social media platforms.

OUR APPROACH

Our VFX and animation teams works with director, Raine Aleen- Miller through Somesuch, to bring to life a range of elements including paparazzi aliens, surfing cats, game characters playing baseball with meteorites and an ad within an ad. The spectacle is accompanied by a thumping electro banger that makes you chant along to the lyrics: “AWESOME SCREEN, AWESOME CAMERA, AWESOME BATTERY”. Our teams created the video game sequence to showcase the graphics power of the new Samsung phone. To do this we created a real-time cinematic platform and used Unreal Engine to develop two game sequence styles.

THE RESULTS

The final global ad takes viewers on a trip through the phone and is fueled by footage from content creators all around the world. The 2020 campaign picked up a total of 16 awards including No.1 Commercial of 2020 by Televisual and was shortlisted at the AEAF Awards for Animation. Since launch, the commercial has received over 3.5 million YouTube views.

Director
Ryan Staake
Client
Samsung
Agency
WIEDEN+KENNEDY
Production
Riff Raff Films
Post Production
MPC
View full credits

We used current and trending motifs found with social media as our design foundation, once this was established it was a case of how crazy can we go! We were tasked to conceive ideas and art direct, we needed to achieve a fun look that didn’t detract from its final output quality.

Donal O’Keeffe, Art Director, MPC
Credits
Agency

WIEDEN+KENNEDY

Producer Khalid El Khouani, Kerli Teo
Creatives Anyaa Dev, Chris Taylor, Cal Al-Jorani
Accounts Samantha Woofson

Production

Riff Raff Films

Riff Raff Films

Director Ryan Staake
Director of Photography Kristian Zuniga
Producer Tom Knight
EditRock Paper Scissors
Editor Dan De Winter

AudioWave
Sound Designer Randall W. Macdonald

MPC team

MPC
Producer Dave Moore
Line producer Neela Kumuda Parankusham
Production coordinator Taruna Sehgal
Colourist Duncan Russell
3D Producer Jaz Rongokea
3D Supervisor Kunal Sarkar

Flame Team
Artists Michael Aveling, Ricky Weissman, Stef Peral, Andrew Curtis

3D Team
Artists Malachi Duncan, Ash Hawkins

Nuke Team
Artists Vanessa Duquesnay, Amy Smith

After Effects Team
Artists Kerim Camdzic, Ingrid Tsy, Steven Bussey, Adam Roche

Animation Team
Artists Sachin Mohanty, Srinivas Rao Rella

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