This short playful film, The Call, stars Peter Schreyer, the worldwide chief design officer of the Hyundai Motor Group. Directed by Johan Kramer via Trigger Happy Productions in Berlin (Kramer is repped in the U.S. by Chelsea Pictures) for agency Innocean Berlin and client Hyundai, this piece takes us to an Austrian mountain top, the place where Schreyer was hiking one day in 2006, when he received a call that changed his life. He was asked to come to Korea to work for the Hyundai Motor Group.
The story that unfolds in The Call is also told in a special book, “Roots and Wings,” about the visionary designer, responsible for the births of some of the most iconic cars ever like the Audi TT, the new Volkswagen Beetle and lots of Kia, Genesis and Hyundai models. The Call delves into the achievements, design philosophy and above all the humanity of the German designer. It shows how one man helped two polarizing cultures merge to create something unique.
Kramer said of Schreyer, “It was very special to meet such a legendary designer. Peter’s legacy and love for the art form Dada gave me lots of inspiration to create this visual adventure. I thought it was important to tell not only the success story, but show also the man and his humanity as well. To create the special and varied look, I worked closely together with young editor and animator Camille Boumans and graphic design duo FromForm; we somehow formed a dadaist movement creating this piece of communication and that was what made this project very special.”
CreditsClient Hyundai Motor Group Alberto Formento-Dojot, head of creative futures; Soo Jin Boehning manager creative strategy; Peter Schreyer worldwide chief design officer; Laura Rathai director, marketing. Agency Innocean Berlin Gabriel Mattar, chief creative officer, Europe; Shelley Lui, creative director; Fabian Barz, head of production; Jรผrgen Joppen, producer. Production Company Trigger Happy Productions, Berlin Johan Kramer, director (repped by Chelsea Pictures in U.S.); Stephan Vens, exec producer; Moritz Wiesel, Klaus Charbonnier, Lisa Mehling, producers; Douwe Hennink, DP; Johannes Ziegler, Steadicam; Claus Mayr, set design. Graphic Design & Animations FromForm Camille Boumans, editor & special effects; Delfina Mayer, colorist. Music Sounds by Thomas. Film Lab Andec Film Technik, Berlin
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsungโs new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled โA Samsung Health Story: Racing to Fiji,โ this film taps into Gen Zโs wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their โquarter life crisisโ on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but havenโt done since they started their jobs. However, thereโs one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, thereโs a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their โworldโ in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsungโs product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More