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    BBH London, Director Matthijs van Heijningen Take Us To “The Marketplace” For Samsung

    By SHOOTUpdated:No Comments2330 Views

    BBH London debuted this action-packed, CGI-rich 60-second film for Samsung Electronics’ System LSI Business, heralding the new era of grown-up mobile gaming enabled by its Exynos 2200 ‘next generation’ mobile processor.
     
    Until now, high-quality immersive gaming experiences have been restricted to console-based game play. The Exynos 2200, however, is billed as revolutionizing the quality, speed, and sophistication of mobile games when the processor chip is built into next generation mobile phones launching this year.

    Titled “The Marketplace,” the spot opens in a metaphorical mobile game market––a visual metaphor for an online app store––and follows a female character passing by an array of street vendors trying to sell poor-quality, heavily-pixelated 8-bit computing-style fruits, and weapons.

    The hero is soon lured down an alleyway by a grizzled, Alice-in-Wonderland-inspired white rabbit to an underground black market populated by darker characters and vendors trading guns and weapons, all in full HD quality. The action ends with the line: “Playtime is over.”
     
    The agency’s brief was to drive anticipation and excitement among keen gamers ahead of the launch of the first phones containing the new mobile processor, which features a state-of-the art mobile graphics processing unit (GPU) developed by Samsung in partnership with AMD.
     
    The starting point was the idea that the new GPU would now make mobile gaming serious. This, in turn, inspired the “Playtime is over” campaign theme and strapline. 
     
    Matthijs van Heijningen of MJZ directed “The Marketplace.”

    The postproduction house–and creator of the film’s lead CGI characters: White Rabbit and Lizard–was The Mill in Paris.

    Live action was filmed on location in Kiev, with much done in-camera and significant time and effort invested in art department and wardrobe, with a high level of craft involved to maximize production quality–all costumes made, for example, were bespoke. Original music was composed by Goldstein Music. Sound effects were done by 750mph.

    Stuart Royall, creative director at BBH, said, “This was a dream brief from our partners at Samsung. To launch a new processing unit, targeted at hardcore gamers is an incredible opportunity. Together, we’ve constructed an incredible, alternate universe full of rich detail, dangerous characters and even more dangerous weapons. There’s even a few additional details hidden in there to reward the most eagle-eyed gamers”

    Credits

    Client Samsung Agency BBH London Helen Rhodes, executive creative director; Philip Holbrook, Stuart Royall, creative directors; Wil Maxey, art director Elliott White, copywriter; Joe Pawsey, producer; Aparna Bangur, strategy director; Will Lion, chief strategy officer. Production MJZ Matthijs van Heijningen, director; Donald Taylor, producer. Editorial Work Editorial Rich Orrick, editor. Postproduction/VFX The Mill, Paris. Audio 750mph Sam Ashwell Music Goldstein Music

     

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:BBH LondonMatthijs van HeijningenMJZ



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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