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Surfing Cats and Gen Z Content Creators Join Forces to Highlight Samsung's Awesomeness in Spot for Galaxy A

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Samsung, Wieden+Kennedy and Somesuch collaborated with content creators to showcase the awesomeness of the Galaxy A phone in a new global campaign 

Surfing Cats and Gen Z Content Creators Join Forces to Highlight Samsung's Awesomeness in Spot for Galaxy A

We all learned last year that the Galaxy A phone has an awesome screen, an awesome camera, and long-lasting battery life. This year, Samsung wanted to go one step further and give everyone a first-hand experience of how these awesome features actually work. 

Samsung worked with Wieden+Kennedy Amsterdam again to create a campaign that virtually test-drives the Galaxy A. ‘AWESOME is for Everyone’ features a series of films making viewers feel as if their own handset has been taken over and they witness a fast-paced trip through the phone, fuelled by footage from content creators all around the world. 

The hero film is a rollercoaster ride through different phone features and social media platforms that takes us from paparazzi aliens to surfing cats, from game characters playing baseball with meteorites to an ad within an ad. The spectacle is accompanied by a thumping electro banger that makes you chant along to the lyrics: “AWESOME SCREEN, AWESOME CAMERA, AWESOME BATTERY”.

Additionally to the hero film, there are seven 15-second feature films that highlight the phones main features (screen, camera, battery, toughness, storage, security, performance power) that further highlight why this phone is so awesome.

To help position the phone as a go-to device for Gen-Z, the campaign was brought to life in collaboration with real content creators including Lil Mayo (an alien), Let It Happen (dance group), Big Heath (musician), Audrey Nuna (musician), John YuYi (visual artist), Pablo Rochat (media artist), Neko Chan (content creator) and Steven Pascua (dancer and creator). One of the main drivers of the campaign is music, and all tracks were created by different 'bedroom' producers all over the world. 

W+K Amsterdam art director, Mariano Garcia Cruz and copywriter Daria Ovechkina say: "Awesome screen, awesome camera, awesome battery, awesome campaign, awesome press release!"

"The Galaxy A is out of this world." comments Lil Mayo, alien.

Since the production took place right in the midst of the pandemic, Covid-19 restrictions meant that the footage was all shot remotely and on Galaxy A phones. It was important to have an even more planned and technical approach to the animations and investigate what was possible to create on the device itself, as this had to be incorporated with the footage captured during the remote shoot. 

To fully experience the Galaxy A, we recommend to watch them on your phone.

view more - @Genz
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EVP, Global Head of Brand Marketing: Pio Schunker

Vice president, Global Brand Marketing: Matthew Leem

Brand Director: Jessie Song

Sr Brand Manager: Robin Park

Sr Brand Manager: Emily Choi

Sr Brand Manager: MJ Kim

Brand Manager: Soyoung Jang


Managing Director: Blake Harrop

Executive Creative Director: Eric Quennoy, Mark Bernath

Creative Director: Daniel Schaefer, Szymon Rose

Art Director: Mariano García Cruz

Copywriter: Daria Ovechkina, Chris Taylor

Head of Broadcast Production: Joe Togneri

Executive Producer: Jaime Tan, Endy Hedman

Broadcast Producer: Khalid el Khouani

Group Account Director: David Newsome

Account Director: Nick Pirtle

Account Manager: Mariia Shatikhina, Thomas Missault

Account Executive: Bliss Zhawi

Head of Planning: Martin Weigel

Planning Director: Thomas Dinsdale

Head of Comms & Digital Strategy: Freddie Young

Comms Planning Director: Elsa Stahura

Studio Director: Lizzie Murray

Motion Lead: Gustav von Platen

Motion Artists: Hashmukh Kerai, Laura Calvo, Justin Magness, Stelios Nikolaou, Laen Sanches, Ola Tandstad

Designer: Lucille Fenouil, Lewis Beedham, Noa Redero, Malia Killings

Project Manager: Katie Finn Cleary

Business Affairs Manager: Marie Hernandez



Director: Raine Allen-Miller

Director of Photography: Olan Collardy

Producer: James Waters

Executive Producer: Tash Tan


EDITING COMPANY: Will Judge Editing

Editor: Will Judge


AUDIO POST: Wave Studios Amsterdam

Sound Designer/Mixer: Alex Nicholls-Lee


Artist / Title: WERK AAN ZEE - ‘ANOTHER AWESOME SONG’, Philip Kay - ‘Another awesome song Long Form’

Mixing Engineer: Randall W. Macdonald

Music Company: Wave Studios Amsterdam / Sixty Four Music / KOM


Music Company: Pitch & Sync

Artist / Title: Weyland Mckenzie & AyChibs  - ‘Screen’, Hamb Sun - ‘Camera’, Kenny Pahina - ‘Toughness’, CJ Mirra & nineteen90 Studio - ‘Performance Power’, Dj Hyperlink - ‘Battery’, hirihiri - ‘Security’, Turreekk ft. Mandy Ventrice - ‘Storage’

Post Production


VFX Supervisor / Lead Flame: Ricky Weissman

3D Supervisor: Andy Steele

VFX Team: Michael Aveling, Han-ter Park, Silvia Bartoli, Arnau Gilbert, Amar Chundavadra, Somesh Tiwari, Sandeep Grove, Ria Banerjee

Producer: Thomas Cole

Line Producer: Salil Thapa


COLOUR: Company 3

Senior Colourist: Stefan Sonnenfeld

Senior Producer: Gabriel Wakeman

Executive Producer: Ashley McKim

Genres: Animation, Action, Dialogue

Categories: Consumer Electronics, Mobile Devices

Somesuch, Tue, 06 Oct 2020 10:59:47 GMT