Given Samsung’s successful track record of working with animals such as ostriches and spiders, it struck us that a non-human star could be the solution. But as these conversations developed, we agreed that this wouldn’t tap into the emotive power we and the client sought. Initially, our ideas focused on a celebrity stunned by humankind’s greatest inventions, which would build up to today's finest technology: The Neo QLED 8K.

Through several collaborative discussions with the client since the inception of the concept, and across production and post-production to final execution, we focused every stage of development to deliver a campaign that was equal parts playful, absurd, and so far-flung from what anyone would expect when marketing a TV.

Samsung also clearly wanted to focus on forging connections with viewers through the creative. Rather than create a predictable, feature-laden concept, our goal was to tap into the hearts and minds of the viewer and produce something as brilliant as the product itself, that people would not only remember but genuinely enjoy. In our recent campaign to launch Samsung’s flagship TV, the Neo QLED 8K, the brief itself was pretty challenging in that Samsung’s flagship TV was to be positioned as ‘The Best TV’ from ‘all’ the aspects, and this was a tectonic shift from the typical tech-focused, feature-centric thinking pervasive in the TV industry.Īdding to the challenge was the client’s request to not directly use the word ‘best’ in the creative comms.

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