Loki Director Kasra Farahani Shoots 'All Hail Loki' for Samsung Collaboration

The Samsung Galaxy S23 is taken on a trip through time in the latest Samsung collaboration, directed by Kasra Farahani of Chromista and inspired by Marvel Studios’ Loki Season 2, now streaming on Disney+. Farahani has immersed himself in the wild Multiverse of the Disney+ scripted series Loki for several years, first as a production designer and later as an episodic director for season two. In collaboration with the Marvel Studios Partnerships team, Farahani used his deep knowledge of all things Loki to create a must-see adventure from the show’s Time Variance Authority (TVA) as the in-world bureaucratic entity uses a Samsung Galaxy S23 Ultra to track down Loki, who is navigating the Multiverse.

The epic ad features a gruff Minuteman enforcer and a pencil-pushing Analyst venturing into different time periods to find the mercurial God of Mischief. Pulling from classic comedic motifs, these characters’ Abbot & Costello-style wise guy and straight man dynamic adds natural comedic tension to the already high stakes.

Farahani’s aesthetic eye in creating a natural extension of the series is shown in the stylistic visual continuity shared between this Samsung commercial and the Loki series. The endlessly expansive offices of the TVA are established in contrast with deeply realized, grounded historical scenes in the Renaissance, ancient Rome, and a medieval English village, all shot on location in eastern Europe. The contrast between the realism in time travel and the futuristic elements seen at the TVA headquarters adds to the sci-fi sense of wonder imbued throughout the Disney+ series. In the promotional campaign , the Analyst and Minuteman bring along the Samsung Galaxy S23 Ultra to document their investigation, which proves itself to be both functional and a big distraction.

“Any sufficiently advanced technology is indistinguishable from magic,” says Farahani about the Samsung spot. “I was immediately inspired by how playful the concept was from the Marvel Studios Partnerships team. It opened the doors for creative possibilities for me. This was a great opportunity to show off the impressive features of the Samsung Galaxy S23 Ultra, like the low light Nightography capability in the medieval scene, but also continue to build out the world of Loki. This will be exciting for fans and entertaining to new viewers as well.”

Kasra has directed a forthcoming episode in Marvel Studios’ Loki Season 2 . Farahani has spent much of his career in the art departments for master filmmakers J.J. Abrams, Steven Spielberg, Michael Mann, Tim Burton, James Cameron, and David Fincher. As such, his proclivity towards creating larger-than-life, intricately detailed, and fully realized worlds can be seen in his work for Amazon Games: Lost Ark, Final Fantasy XV, and ZipRecruiter, which featured another hero of the Marvel Cinematic Universe: Ant-Man.

Chromista is a creative content company focused on melding storytelling with brands to create evocative advertising. Chromista offers solutions for all media platforms including commercial, social, experiential, and beyond.