Can You See All 1 Billion Colors in This Samsung TV Ad?

Because the Technology Wasn't Around to Capture All the Hues, the Agency Created It

By Ann-Christine Diaz. Published on Jun 06, 2017

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Until now, Sony Bravia has owned the idea of "color" when it comes to promoting its television sets, as seen in vibrant, breathtaking ads such as the iconic "Balls" spot from Fallon London. Recently the brand took a different tack, leaving room for Samsung to embrace the rainbow in spades in this gorgeous spot depicting a miraculous one billion colors.

Created out of R/GA and directed by Bruno Aveillan via Believe Media and Quad Productios, the ad takes the viewer through a slice of life tableaux -- a church mottled with hues from its stained-glass windows, a boxing ring, a car crash from a movie set. Throughout, color is the hero -- shifting and shimmering in each scene (even viewing from a lesser screen, it's still a captivating site).

It's meant to promotes Samsung's QLED television, which can, apparently, display the entirety of that one-billion color spectrum. But because production today isn't yet advanced enough to even capture that many hues, the agency had to develop proprietary tech to do just that.

One of the biggest problems was how to even track and verify one billion colors. So the R/GA team had to create an algorithm designed to analyze and count the different values.

Another huge obstacle came up after the shoot. The postproduction process ends up removing colors from the film, so the team had to modify the algorithm so missing colors could be restored.

But this spot's just the beginnig for R/GA's new tech. "As mass market television and screen technology catches up to become capable of displaying huge ranges of color, a tool like this can help the film and content industries ensure that the content being watched is using the screen's full color potential," said Michael Hirsch, data science lead, R/GA.

"The algorithm that R/GA has developed allows consumers to truly enjoy the visual depth of the QLED-TV, and also provides the industry with a valuable tool that has the potential to completely change the way we deal with color in the post-production process," added Samsung VP-Visual Display Sunghee Han.

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Jun 06, 2017
Executive Group Director:
Eric Jannon
Group Executive Creative Director:
Chris Northam
Associate Creative Director:
Oriel Davis-Lyons
Associate Creative Director:
Beth O'Brien
Executive Producer:
Kim Edwards
Group Account Director:
Simon Ludowyke
Senior Vice President, Strategy:
Tom Morton
Senior Strategist:
Aaron Harridge
Project Manager:
Jenna Halliday
Project Manager:
Amie Diamond
Executive Production Director:
Kat Friis
Business Affairs:
Magdalena Wiater
Business Affairs:
Nakeilla Smith
Bruno Aveillan
Director, Photography:
Bruno Aveillan
Film Production Company:
Believe Media
Film Production Company:
Quad Productions
Film Production:
Liz Silver
Film Production:
Martin Coulais
Film Production:
Claudia Traeger
Film Production:
Clémence Lhuilier
Film Production:
Nathalie Aveillan
Visual Effects:
Visual Effects:
Ashley Bernes
Visual Effects:
Rich Roberts
Visual Effects:
Seif Boutella
Visual Effects:
Franck Lambertz
Visual Effects:
Sophie Lebreton
Visual Effects:
Anthony Ricciardi
Visual Effects:
Bilali Mack
Visual Effects:
Camila De Biaggi
Visual Effects:
Dorian Douglass
Visual Effects:
Karen Weiss
Senior Technology Director:
Michael Piccuirro
Senior Data Scientist:
Michael Hirsch
Creative Director:
James Dick
Prototype and Data:
Oscar De La Hera
Prototype and Data:
Scott Kundert
Prototype and Data:
Sam Royston
Prototype and Data:
Hana Marie Newman
Prototype and Data:
Wing Luo
Prototype and Data:
Lucas Ajemian
Prototype and Data:
Keliang Shan
Audio Post Company:
Sonic Union
Sound Mixer:
Michael Marinelli
Pat Sullivan
Visual Effects Team:

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