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Samsung & 72andSunny LA Launch 'TV Family'

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Episodic campaign shot by Arts & Sciences' Matt Aselton

Samsung & 72andSunny LA Launch 'TV Family'

As you may know, the way people are watching television is changing. 51% of Americans watch timeshifted-TV and 85% of smartphone owners in the U.S. use their device while watching (Nielsen, 2012). To address this behavioral shift, Samsung introduced the groundbreaking line of Smart TV products in April of 2013. With modern features such as the Smart Hub, S-Recommendation, Streaming Content, Ecosystem, Video Chat and downloadable Apps, this new platform revolutionizes the way people interact with their TV’s. As the category pioneers, Samsung has captured 29.4% of the US market.


Samsung Electronics America, in collaboration with 72andSunny Los Angeles, created “TV Family”, an episodic campaign that reinforces Samsung’s product innovation story proclaiming that TV has never been better. To capture the attention of this new, diverse audience, the campaign follows a family as they discover the cutting-edge technology on their Smart TV.


“As they learn about the TV, we learn about the TV. And as they as experience new features, we experience new features,” said Grant Holland, Group Creative Director at 72andSunny. “In turn, this allows us to create a consistent narrative that feels more like a sitcom than ads.”

 

 

 


Credits


CLIENT: Samsung


AGENCY: 72andSunny
John Boiler, Founder, CEO
Jason Norcross, Executive Creative Director, Partner
Grant Holland, Group Creative Director
Gavin Milner, Group Creative Director
Barton Corley, Creative Director, Writer
Jamie Reilly, Creative Director, Designer
Niraj Zaveri, Lead Designer
JC Abbruzzi, Senior Writer
Ryan Dols, Junior Designer
Jack Lagomarsino, Junior Writer
Sam Baerwald, Director of Film Production
Jeff Yee, Senior Film Producer
Jamie Shuster, Senior Film Producer
James Townsend, Managing Director, Entertainment
Andrew Krensky, Brand Director
Nadia Economides, Brand Coordinator
Tracey Horwitz, Brand Coordinator


PRODUCTION: Arts & Sciences
Director: Matt Aselton
Managing Partner, EP: Marc Marrie
Partner, Managing Director: Mal Ward
Producer:  Zoe Odlum


EDITORIAL:  Cut & Run
Executive Producer:  Carr Schilling
Producer: Amburr Farls & Remy Foxx
Editors: Steve Gandolfi & Graham Turner


VFX/ANIMATION:  The Mission
Executive Producer: Michael Pardee
Creative Director:  Rob Trent
Lead Flame:  Joey Brattesani
Flame:   Michael Vaglienty, Dave Stern, Rob Winfield
Design: Aaron Benoit, Tony Meister
VFX Producers: Marlo Baird Kinsey, Stacy Kessler Aungst


TELECINE: MPC
Artists:  Mark Gethin


MUSIC:  South
Producer: Jonathan Logan


SOUND DESIGN:  Barking Owl
Executive Producer:  Kelly Bayett
Sound Designer:  Michael Anastasi

 
MIX: Play Studios
Executive Producer: Lauren Cascio
Mixer: John Bolen

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72andSunny LA, Tue, 13 Aug 2013 13:12:42 GMT