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DMX Comes to the Rescue for Exhausted Parents in Samsung's Summer Campaign

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R/GA New York showcases the seamless capabilities of Samsung's line of accessories

DMX Comes to the Rescue for Exhausted Parents in Samsung's Summer Campaign

Samsung’s Ecosystem Summer Campaign has debuted in the U.S. and includes a TV campaign, social videos, landing page, social ad units, DOOH, OOH, and print assets. The body of work showcases how the latest Galaxy S10+ works seamlessly with Samsung’s line of accessories (Galaxy Buds, Galaxy Watch Active and more).

R/GA New York developed targeted messaging around each phase of the user journey to encourage consumers through the funnel to convert to sales. Communication was developed based on awareness (educate consumers around Samsung’s ecosystem) and consideration (learn more about the S10’s and wearables/ wearable device (Galaxy Buds and Watch Active) benefits by showing how they fit into various lifestyle scenarios).

The 45-second hero film was created in partnership with R/GA and directed by Sean Meehan of Arts and Sciences. It highlights Samsung’s partnership with Spotify and features two young parents who discover they can pacify their crying baby with help from rapper DMX and Samsung’s ecosystem of products. The exhausted parents realise the baby likes DMX and use their Galaxy S10+ to keep the music playing between the Galaxy Watch Active, Galaxy Buds, and Samsung TV as they move about through the house.

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Advertiser: Samsung Mobile

Post Production / VFX

Post Production Company: Jogger NY

Flame Artists: Matt Dolven

Colourist: Sofie Friis Borup (Senior)

Lead Flame Artist: Joey Grosso

Flame Assistant: Rachel Driver

Senior Producer: Mike Tockman

Colour Company: Company 3


Sound Company: Sonic Union

Sound Engineer: Julienne Guffain

Creative Agency

Creative Agency: R/GA New York

Executive Creative Director: Ciaran McCarthy, Roberto Fara, James Dick

Creative Director: Josh Parschauer

Art Director: Natasha Saenko (3D)

Group Executive Creative Director: Nick Pringle, Kim Laama

Associate Creative Director: Katie Facada, Thibault Gerard, Joshua Williams

Design director: Ben Downard

Design: Chris Cyran, Anton Pearson, Wes Vanderpool, Tiffany Tsoi

Junior Art Director: Ji Kim

Group Managing Director: Christopher Brown (SVP)

Production Director: Ami Moore (Executive)

Group Account Directors: Georgia Newton

Management Supervisor: Stephanie Kim

Senior Producer: Christine Barnowsky, Andy Kim

Business Affairs: Lynda Blaney-Smith, Danielle Small

Executive Strategy Director: Meghann Mackenzie

Group Strategy Director: Markus Hutchins

Strategy Director: Jenna Silverman

Connections Planner: Meghan Lorito

Content Producer: Carol Powley (Executive), Claire Dorwart (Associate, Post)

Senior Content Producer: Patrick Gosse (Print)

Motion Designer: Gavin Shapiro (Director)

Technology: Kai Tier (VP, Director), Rawle Curtis (Senior Director), Thomas Chan (Senior Director)

Retoucher: XYZ Graphics

Product Manager: Anna Fine

Mechanical Artist: Olga Lamm (Senior)

Production Company

Production Company: Arts & Sciences

Director: Sean Meehan

Producer: Sam McGarry

DOP: Sean Meehan

Managing Partner / Executive Producer: Marc Marrie

Managing Director: Mal Ward (Partner)

Head of Production: Christa Skotland

Production Designer: Michael Broaddus


Music Supervision: Wool & Tusk

Song: Party Up - DMX


Edit Company: Cut + Run

Editor: Steve Gandolfi

Edit Assistant: Chris Wronka, Eli Beck-Gifford

Head of Production: Marcia Wigley

Genres: People, Comedy

Categories: Consumer Electronics, Phones

R/GA New York, Tue, 09 Jul 2019 14:35:07 GMT