Samsung’s mission to see the world as it could be, instead of accepting the limits of today, is reflected in this spot where the company’s developing technology is being used to do wondrous things, including a mobile device which allows a couple to see their unborn infant via ultrasound, and a tattoo artist who remotely creates an intricate design on a young woman. Sam Pilling of Pulse Films directed for Leo Burnett, Chicago.

Helping to drive this anthem piece is a classic tune. Leo Burnett, in collaboration with music house Human, reintroduces essential recording of “Que Será Será” to a new audience by remixing it with booming bass and hi-hats underneath. The team played with multiple genres of the classic song but creative instincts led them back to the magical charm of Doris Day accompanied by Frank De Vol and his orchestra. Day’s voice brings joy to the characters singing along.

Credits

Client Samsung Global Pio Schunker: EVP, global head brand marketing; Sonia Chang: VP, global brand marketing Agency Leo Burnett Chicago Mark Tutssel, chief creative officer, worldwide; Britt Nolan, chief creative officer, Chicago; Tom Scharpf, executive creative director; Michael Shirley, SVP, creative director; Sam Bruehl, VP, creative director; Travis Klausmeier, creative director; Ricky Johannet, sr. copywriter; Scott Kemper, SVP, executive producer; Bonnie Van Steen, Michelle Price, sr. producers; Chris Clark, director, music production; Aki Spicer, EVP, global strategy director; Christopher Bridgland, SVP, global strategy director; Julio Castillo, global strategist. Production Pulse Films Sam Pilling, director; Dav Karbassioun, exec producer; Chris Harrison, producer; Tom Nutting, production coordinator. Media Agency Starcom Editorial TenThree Ellie Johnson, editor. VFX The Mill Udesh Chetty, visual effects supervisor; Blake Nickle, exec producer; Mike Pullan, producer. Color The Mill Fergus McCall, head of color. Music Human Thomas Keery, music arrangement; Morgan Visconti, creative lead; James Dean Wells, exec producer.  “Que Sera Sera,” sung by Doris Day; Frank De Vol and his orchestra Sound Design Another Country, Chicago John Binder, sound designer Audio Post Another Country, Chicago John Binder, audio mixer

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