BBH NY, part of One Publicis Team Samsung, was challenged to provide a different approach in the technology category for the launch of the Galaxy Note 10 and to help create a more warm and fun tone of voice for the brand.
Samsung wanted a campaign that celebrated real life moments that tech makes flawless, building on the brand’s commitment to connect humanity and fun with the highest-level technology available to users everywhere.
The campaign debuts with the film “Alpaca,” which follows an ambitious woman who while driving past a South American alpaca farm gets an idea and uses her Galaxy Note10 to help bring it to life. We see her idea quickly spread around the world.
Her entrepreneurial vision for the alpaca look soon becomes a viral sensation. We see it catch fire as we jump from the streets of Tokyo, to product launches, to late-night talk show appearances, and even making a runway appearance just in time for NY Fashion Week.
“We wanted to demonstrate all the seriously high tech and unique product benefits the Samsung Galaxy Note 10 offers in a fun and memorable way. Our goal was to bring spontaneity and a sense of humor to the brand messaging, elevating Samsung and separating it from what is traditionally a cold, feature-focused tech world,” said Jonathan Mackler, ECD, BBH NY.
The film was directed by Nicolai Fuglsig of MJZ and features the song “Apache” by the Incredible Bongo Band and Grandmaster Flash remix.
Credits
Client Samsung Pio Schunker, EVP, head of global brand marketing, mobile communications business Agency BBH NY Gerard Caputo, chief creative officer; Jonathan Mackler, executive creative director, head of creative; Lucas Bongioanni, creative director/copywriter; Jackie Anzaldi, creative director/art director; Liz Loudy, associate creative director/copywriter; Brooke Kaylor, head of production; John Harrison, group strategy director, managing partner. Production MJZ Nicolai Fuglsig, director; Emma Wilcockson, exec producer; Alicia Richards, line producer; Joost van Gelder, DP; Dan Betteridge, production designer. Editorial Rock Paper Scissors Adam Pertofsky, editor; Eve Kornblum, exec producer; Lisa Barnables, Julianne Cort, post producers; Ayssa Oh, David Bryen, Christian Oreste, assistant editors. VFX The Mill Andrew Somerville, exec producer; Mandy Harris, Colin Blaney, sr. producers; Sue Yee Hubbard, producer; Will Jellicorse, project coordinator; Roberto Herrera, production coordinator; Nathan Kane, creative director; Ruben Vandebroek, CG shoot supervisor; Chris Mortimer, 2D shoot supervisor; Jeff Robins, 2D lead artist; Taner Besen , James Cudahy, Lucia Hill Barroso, Andrew Emmerson, Sungeun Moon, Andre Vidal, Fabien Coupez, Matthew DeFranco, Ari Reisner, Roger Cerqua, Aravind Mani, Gangadharam Raja, Maheshwaran Chandrasekaran, Mangesh Borkar, Nehal Desai, Samarendra Lenka, 2D artists; Jhoshidh T, Madhana Gopala, Pradeep Kumar Rawat, Rahul Bhardwaj, Yogesh Sarwa, Paint artists; Pabitra Kumar Sahoo, Verru Ramesh, Yalamarthy Ganga Raju, Ayush Bajoria, Gokul Navaneethan, Karthik Viswanathan, Manoj Ravi, Murali, Krishna Reddy, Raj Kumar M, Sathyaraj A, tracking artists; Charles Lee, matte painting; Laura Nash, Dom Han, design. Telecine The Mill Adam Scott, colorist. Audio Sound Lounge Tom Jucarone, mixer; Alicia Rodgers, exec producer. Music “Apache,” Incredible Bongo Band/Grandmaster Flash remix
Dancer turned director Ezra Hurwitz collaborates with Ailey II artistic director Francesca Harper, featuring movement as museum pieces against the Whitney Museum of American Art’s striking architecture for this short film titled Echoes of Ailey. Commissioned to celebrate “Edges of Ailey” at the Whitney Museum, the film accompanies the first large-scale exhibition on the life and enduring legacy of visionary artist and choreographer Alvin Ailey. “Edges of Ailey” is currently on view at the Whitney until February 9.
Animating iconic images from Alvin Ailey’s 20th-century repertory, the film expands on the exhibition by constructing a visual narrative around his storytelling and influences. Set to Radiohead’s “Everything In Its Right Place,” dancers from the Alvin Ailey American Dance Theater, Ailey II, and The Ailey School capture the emotional core of the company’s history--physically situating Ailey’s masterworks amongst the Whitney’s collection.
“As a child, my grandmother took me to Ailey’s Revelations once a year,” said Hurwitz. “No matter how often I saw it, the work captivated me. There isn’t one specific thing I hope viewers take away from the film--or one way to interpret its images. It’s meant to be an abstract work, like Ailey’s creations.”
Turning to his archive, Hurwitz and Harper illuminate key sequences symbolic of Ailey’s profound legacy, closing on an uninterrupted sequence from "I’ve Been Buked," the opening movement of Ailey’s legendary "Revelations." Carrying a watershed moment back to its own medium, Echoes of Ailey captures the multigenerational impact of Ailey’s work, continued by his organization. The short film first premiered on Nowness.
