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Samsung Says #DoWhatYouCan’t in Rousing Campaign Directed by Tal Zagreba

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Leo Burnett, Omri Paz, and Great Guns director Tal Zagreba team up to encourage people to overcome their barriers

Samsung Says #DoWhatYouCan’t in Rousing Campaign Directed by Tal Zagreba

In continuation of its global ‘Do What You Can’t’ platform, Samsung has launched an epic new campaign directed by Tal Zagreba. The Great Guns director collaborated with creative agency Leo Burnett Israel and production company Omri Paz to bring the heartfelt new campaign to life for Samsung, which empowers people to overcome their barriers.

The film begins with vignettes of people confronting their supposed limits. The words ‘You Can’t’ seem to determine the fate of a nervous young dancer about to audition, a blind man preparing for a marathon, a skateboarder sizing up a challenging course, and a man pitching a spacecraft to a sceptical audience. Suddenly, the meaning of the words is redefined with a positive twist to become ‘You Can’t Miss Your Chance/ You Can’t Let Anything Stop You/ You Can’t Give into Your Fears/ You Can’t Take No for an Answer’. As the film depicts these inspiring individuals overcoming their barriers, it closes with the hashtag #DoWhatYouCan’t.

Director Tal Zagreba comments: “The core idea was to take Samsung's brand slogan ‘Do What You Can't’ and to manifest it into an epic film, featuring real characters who struggle against physical and psychological barriers to achieve greatness. Amongst the participants, you can find Beza Nababa, a blind marathoner who finished fifth at the Beijing Olympics; the ‘Beresheet Project’, the first private initiative spacecraft to land on the moon; Romy Barnea, a child dancer prodigy; and Katya Krasner, a professional downhill rider. These inspiring people overcome their hurdles with courage and passion; in other words, by doing what they can't, they are becoming invincible.”  

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Post Production / VFX

Post Production: Dima Lydkhov

Production Company

Production Company: Omri Paz Productions

Director: Tal Zagreba

Producer: Omri Paz, Ravit Aviv, Ophir Sorriso Tal

DOP: Lael Utnik

Storyboard: Robert Moreno Meikins

AD: Amir Melamed

Art Director: Racheli Levin

Styling: Deborah O Hana

Make Up: Dorit Cohen

Gaffer: Irmi Kwiat

Grip: Golan Kwiat

Casting: Ana Fainstein

Co-Producer: Great Guns

Co-Producers: Sheridan Thomas, Laura Gregory

Production Service

Production Service Company: Idan Bardach


Sound Design: Sidney Toledano


Original Composition: Monster Music (Roy Shen Zoor & Paula Valstein)

Recording: Česká filharmonie


Cast: Beza Nababa, Eran Avivi, Romy Barnea, Katya Krasner


Editor: Shahar Beeri

Creative Agency

Creative Agency: Leo Burnett

Chief Creative Officer: Ami Alush

Art Director: Meital Miller

Creatives: Elad Gaizler, Oren Ben Naim, Harel Livne

Producer: Simi Siman Tov

CEO: Adam Polachek

Chief Account Officer: Idit Zukerman

Account Supervisor: Orian Liber

Account: Reut Fried (Accountant)


Advertiser: Samsung

Chief Marketing Officer: Ronen Salem

Advertising Manager: Gil Bar-Zvi (ATL Manager)

Digital: Yarden Sidi (Digital Manager)

PR Manager: Mia Segal

Genres: Storytelling

Categories: Consumer Electronics, Mobile Devices

Great Guns London, Thu, 25 Jul 2019 12:03:15 GMT