Samsung S20FE Launch Film
Director
In the midst of the pandemic, Samsung decided to launch a competitively priced version of their flagship phone, the S20 FE.
To show it to the masses, they needed a film that brought the features to life in a fun and playful way while also maintaining a highly premium look and feel.
The live action screen fills were directed remotely by Hannah Moon. I then had the pleasure of bringing them to life with over 8,000 phones that spiraled through a white world as they flipped up like reverse dominoes.
Reimagining Content’s Role in the Creative Process
2020 was reactionary in many ways. Everyone was scrambling to adapt, launching products, changing existing content. R/GA had to adapt as well. The S20FE launch film is a great example of that.
Rather than waiting for a completely locked concept and storyboards, The Studio team was brought into the creative process while the idea was still a tentatively approved slide in a deck. To execute the necessary quality in the time allotted, The Studio team of craft experts worked hand in hand with the creative team. Scripts, visual design, previs, and tech R&D were all developed simultaneously.
Bringing 8,200 phones to life was not going to be a simple task. We were able to begin R&D while the concept was still being finalized.
There’s no need for execution and creative live in silos. Letting content and creative overlap allows an interchange of ideas that brings more life to the resulting film.
Details such as how the length of supers would interact with the choreography of the phones and camera were nailed out fluidly, letting each element inform the other in the process.
Perhaps most importantly, our process allowed Samsung to feedback iteratively throughout the execution of the film. The result? happier creatives, happier clients, and a better film.