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

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

By Ann-Christine Diaz. 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.

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Feb 19, 2016
72andSunny Amsterdam
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
Executive Creative Director/Production:
Carlo Cavallone
Executive Creative Director/Production:
Stuart Harkness
Creative Director:
Matt Heck
Senior Writer:
Andy Johns
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
Asif Mian
Bob Partington
Executive Producer:
Isabella Parish
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
Cut+Run, London
James Rose
Jack Singer
2D Lead Compositor:
Ricky Weissman
2D Artist:
Dirk Riesenfeld
2D Artist:
Tom Van Dop
2D Artist:
Dan Sanders
2D Artist:
Lise Prud'homme
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
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
Michael James Kerr
Benjamin Peter Thatcher
Music Artist:
Royal Blood
Track Title:
"Figure It Out"
Audio Post Production:
Wave Studios Amsterdam
Audio Post Production:
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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