samsung main — BenjaminSteigerLevine

SAMSUNG
HOLIDAY DREAMS

screens

THis
The story of a mischivious girl chasing her runaway christmass stocking, synched to a hundred devices, is a technological marvel and a Cannes Lion winning hit for Samsung.

“This is absolutely amazing! So beautiful and imaginative. All commercials need to be like this”. - someone on youtube

Credits

Agency: R/GA
Production co: 1st AVE MACHINE
Director: BENJAMIN STEIGER LEVINE
Concept & instalation design: BENJAMIN STEIGER LEVINE
Art direction: MARCO LUTYENS
Animation design: MARTIN ALAIS
Animation: BRUT
Cinematography:KHALID MOHTASEB

CASE STUDY

Samsung and R/GA had a crazy idea. They wanted to tell the story of a wild kid, who chases down their stolen christmass stocking, on a hundred devices, in real time, with no post production. So we thought - lets tell it one take.

First came the process of fleshing out the adventure. We conceived and mapped out the story beats while creating the gorgeous storybook-like characters.

Then we had to put the story onto devices. We wanted the technique to be embeded in the narrative. Using miniature gears and small robotic arms the screens tipped and slipped to proppel our heroine on her adventure.

The animations were synched using propreitary programing to 100 screens. The motors controlling the devices and the motion control camera system were all launched from the same program. At the touch of one button the system stayed gen-locked.

The shoot itself was a wild circus-like instalation but we created a moving fairytale enmeshed in technological wizardry that went on to win a Cannes Lions and garner over 100 000 000 views on tube.