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Samsung Makes Nights Epic with Galaxy S22 Series Spot

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Publicis Groupe’s creative collective Le Truc, the Community + Leo Burnett and Superprime capture the world coming alive at night

Samsung Makes Nights Epic with Galaxy S22 Series Spot

Samsung’s newest flagship smartphones, the Galaxy S22 Series launches it newest campaign. The Galaxy S22 Series was announced at Samsung’s Unpacked event earlier this month.

The new phones are announced with ‘Streetlight,’ a film about what makes the S22 and S22+ so special. Streetlight tells a story of the streetlights guiding our hero, Javi, through the night, highlighting the connection between the camera’s enhanced Nightography features and the personification of the night.

Among the new features highlighted in the spot is 'Nightography': the latest camera innovation from Samsung, which enables smoother, brighter, more vivid videos in the dark. These features are front and centre as all video footage used on the phones throughout the film was shot with S22+ devices. This footage is marked with the Filmed #withGalaxy hashtag.

The Streetlight film was developed by Publicis Groupe’s creative collective Le Truc, in partnership with the community & Leo Burnett specifically for this work -- a strong example of Publicis Groupe’s Power of One in action. This team also developed S22 Series teaser content, which previewed the launch ahead of Unpacked.

“For a launch campaign, it’s always tempting to tell people all the good reasons why they should get their hands on the latest Samsung flagship product. But for this launch, we didn’t want to overwhelm people with flashy features and product details – instead we wanted to tell a simple story showcasing the Galaxy S22 and S22+’s amazing capability to shoot videos in the dark in a compelling way, revealing stories that have remained concealed by night until now. The result is a charming spot that delivers a convincing argument."  – Bastien Baumann, chief design officer at Publicis Groupe & Founding Partner at Le Truc.

“The Galaxy S22 Series sets a new standard for what a smartphone can do and we wanted this spot to humanise these category-defining features, in particular the unparalleled night time video capabilities. We hope that people will see this and feel inspired to get creative and bring their ideas to life to own the night in their own way.” – Sonia Chang, Vice President of Global Brand Marketing Group, the MX Business at Samsung Electronics.

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Samsung Electronics - MX Business

CMO of MX Business: Stephanie Choi

Vice President, Global Brand Marketing Group: Sonia Chang

Director, Global Brand Marketing Group: Yoonie Park

Manager, Global Brand Marketing Group: Nina Park

Manager, Global Brand Marketing Group: Yun Kim

Manager, Global Brand Marketing Group: Helen Shin

Manager, Global Brand Marketing Group: Jisu Goh

Le Truc, the community & Leo Burnett

Chief Design Officer & Founding Partner, Le Truc: Bastien Baumann

ACD, Le Truc: Paz Molina

ACD, Le Truc: Chris Mendez

Associate Copywriter, Le Truc: Aubrey Estes

Associate Art Director, Le Truc: Hannah Berling

EVP, Global Chief Strategy Officer, the community: Ed Tsue

SVP, Strategy Director, Leo Burnett: Juan Pablo Camargo

Senior Strategy Director, Leo Burnett: Lisha Klopper

EVP, Global Business Lead Publicis Groupe, Leo Burnett: Radim Svoboda

SVP, Global Account Director, the community: Vesna Siftar

Account Supervisor, the community: Kristen Rosas

Account Supervisor, the community: Jesse Cirillo

Executive Producer, the community: Benjy Greenberg

Business Affairs, the community: Daphne Papadopulos

PRODUCTION COMPANY LAUNCH

Production Company: Superprime

Director: The Malloys

Owner/EP: Rebecca Skinner

EP: Charlotte Woodhead

HOP: Matt Sanders

Producer: William Green

Production Supervisor: Piazzi

Asst Production Supervisor: Angie Mackey

Production Coordinator: Dom Faust

1st AD: Craig Pinckes

DP: Pat Scola

Production Designer: Carl Swanberg

Locations: Ron Shino

Covid Compliance: Patrick Curran

Casting: Dan Bell

EDITORIAL LAUNCH

Company: Rock Paper Scissors LA

TVC Editor: Lauren Dellara

TVC Assistant Editor: Sam Slavkin

Warms Editor: Austyn Daines

Warms Assistant Editor: Jobe Lowen

EP: Shada Shariatzadeh

Producer: Lauren Pullano

Head of Production: Dre Krichevsky

Managing Director: Eve Komblum

VFX LAUNCH

Company: Carbon

EP: Gretchen Praeger

EP: Matt McManus

HOP: Tina Starkweather

Head of Engineering: Jeff Drury

Head of Technology: Adam Coles

CD: Marc Smith

Flame Lead: Mark Youngren

Flame: Pete Mayor

Flame: John Price

Flame: Glen Bennett

Flame: Mike Roy

Flame: Jim Gomez

Design: Patrick Arrington

AE Artist: Dillard Brown

VFX Supervisor: Eliza Randall

MCR: Hannah Barnes

MCR: Marcus Thomas

MCR: Wyatt Mitchell

COLOR LAUNCH

Color Company: Company 3

Sr Colorist: Joseph Bicknell

Operations Manager: Maxwell Hadson

Head of Production: Julia Paskert

Producer: Cassidy Conway

MIX & SOUND DESIGN LAUNCH

Mix Company: Lime Studios

Audio Mixer & Sound Design: Ben Tomastik

EP: Susie Boyajan

Genres: People, Storytelling

Categories: Consumer Electronics, Mobile Devices

Superprime Films, Fri, 25 Feb 2022 14:10:55 GMT