Striking Colours Come Alive in New Samsung QLED Spot
Samsung’s Quantum Dot Light Emitting Diode, or QLED, makes for a sophisticated viewing experience. With very little glare, the screen can be watched in even the brightest conditions, and offers literally a billion shades of 'true colours'.
To express with striking immediacy Samsung’s state-of-the-art technology, 'Samsung QLED Color Volume' focuses on the concept of the diode’s primary colours. Under the helm of young visionary director Yoo Dae Eol and with the help of Production Portugal, a series of tableaux demonstrate the richness of details, and the range of hues for each colour: white for a virginal, floral look, green for nature, blue for timeless elegance, red for opulence and erudition. Elements of the supernatural refer discretely to the new technology’s magic, whether an enchanting sky of flowers, a library that seems to move around the model, or impossibly long dresses fit for a fairy tale princess.
Locations had to replicate the colour and fabric patterns of the dresses created by stylist Eun Young Seo. After a scout around Portugal, matching backgrounds were identified in Porto, a city well known for the diversity and character of its locations. Its film office, always keen to facilitate productions, helped secure Casa da Musica. The iconic performing arts centre is a work by architect Rem Koolhaas, a master of his craft. Its famous glass walls flood the interior with the white Portuguese light so valued by directors of photography. The contemporary design conveys exclusive elegance, evoking a sleek home or a hotel or a work environment. What location could better communicate that Samsung QLED screens are rich in detail, and stay glare free, no matter how bright the space?
Capela das Almas’ walls, typical of Portuguese craft, offered a ravishing background match to the blue tableau’s dress. The chapel is covered with literally thousands of Azujelos tiles in the Baroque style. The church happens to be on a shopping street busy with pedestrians, cars, buses. Thanks to the film office and the police, traffic was stopped intermittently for shooting. A platform was built on the sidewalk to make the beautiful Portuguese model level with the tiles and to allow for the dress to flow. Wind blowers and fish lines were also brought in, while the crew worked hard at keeping the fabric intact and immaculate.
The golden red tableau was shot inside the famous Lello Library. The dress’ rich embroidered fabric paid tribute to the enchanting craft of the building’s Art Nouveau style. Moving the model and her dress through the narrow space was a challenge, and manoeuvring a technocrane through sculpted wood and painted panels an even greater one! Needless to say, all production had to be completed before 10am when the library opens to the public.
The challenges were many, including shooting on a very tight schedule during Easter, a busy holiday in Portugal, but everyone involved relished working in Porto: wonderful people, great food and accommodation, exceptional monuments, streets, sea views.
A great asset for this project was a tight team that had worked together before, and speaks the same visual language, even if in different tongues. The Korean heads of department (photography, design, wardrobe) collaborated with the all Portuguese crew in an atmosphere of excitement and inventiveness as they strived together for visual excellence. The tableaux produced are a brilliant testament to both old and contemporary masters of craft.
