Work Overview:

Samsung, the global leader in consumer electronics wanted to introduce their innovative motion tracking technology allowing users to control their Smart TVs with gesture alone. The brief was to create a viral film that would serve as a campaign to announce the launch of this new product feature.

Execution:

A partnership with Grammy award-winning music artist Usher, director Rich Lee, production company DNA, and visual effects company Framestore. Inspired by Usher's single, "Looking 4 Myself," we executed a video where Usher faced an epic battle against a darker side of himself. The film was very successful. In less than 3 weeks it became the biggest viral performer in Samsung history and the top YouTube spot for the month with over 50 million views. A behind-the-scenes component was also produced by Huge Studio.

Role:

Executive Producer.

Press:

Advertising Age, Mashable, Entertainment Weekly, The Drum

Awards:

Webby Awards: Advertising & Media - Consumer Electronics & Services Honoree