For the second year in a row, Samsung selected Ruben Latre of Hostage Films to direct and shoot the media campaign dedicated to its international social responsibility service. Latre travelled to Istanbul, Turkey to film The Samsung Academy, a vocational training program giving opportunities to young men and women from low-income families.

This spot centers on Elif, a young women who, like so many of her peers, struggles to escape the intergenerational poverty that affects so many in the region. She is a particular source of pride to her mother, who never finished grade school.

Ruben's epic visual style and graphic design capabilities have made him a trusted creative for commercial, photography and film work, and his passion is to bring a cinematic sensibility to every project. The New York-based Ruben Latre was named Best New Director at APCP Madrid and has had his work screened at the DGA as part of Shoot’s New Director’s Showcase. He was responsible for award-winning content for Travelers Insurance and was shortlisted at AICP 2012 for Cinematography for a TMG Health image campaign he directed and DP’d in Iceland. His work for Samsung has brought him to Honk Kong, South Africa, Vietnam, Turkey, Tanzania and the Amazon.

Hostage Films is a woman-owned company run by Melissa Beth and represented by Laura Zinn of Zinndependent.