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Samsung Galaxy Z Fold 3

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As part of Samsung’s launch campaign for the Galaxy Z Fold3, we collaborated with RAPP to create ‘Curiosity Unfolded’, a campaign that sees the Founders Forum tech entrepreneurs using the super smart device to pitch their inventions to children - arguably the world’s most inquisitive and fiercest critics.

Tech entrepreneurs included Bobby Healy, Dr Helen O’Neill and Carmen Palacios-Berraquero, who have reimagined home delivery with drones, hormone health and quantum technology. They are all members of the highly respected Founders Forum, the same collaborative business community that helped to launch big brands like Air BNB, Shazam and dating app Bumble. 

Collaborating with our partners at RAPP London, we brought to life their ‘Curiosity Unfolded’ campaign for Samsung. We created a hero film showing the tech entrepreneurs using the phone’s folding functionality to help show off their business propositions to a kindergarten audience. The kids really put the experts through their paces by probing with question after question. Think the Apprentice, junior edition. 

Directed by multi-award winning director Liz Unna, who was chosen for her documentary-style approach and shot by commercial DOP Ian Murray. The ambitious film was shot over three consecutive days at a studio in London and a field in Essex, to optimise working hours of the kids and the incredibly in-demand CEOs of multinational tech companies. The set was specifically designed to bring to life the entrepreneur’s companies propositions and seamlessly incorporated Samsung technology. The fold of the Fold 3 was incorporated into the look and feel of the film, with cleverly juxtaposed split screen of the entrepreneurs and the kids.

Alongside the hero film we created 33 supporting pieces of film content for the campaign, for release on social platforms.

Stephen ‘Sid’ Gordon, Creative Director of RAPP said: “They say you should never work with children and animals (possibly even drones). But Be The Fox managed to capture really strong performances from a group of six year olds, three entrepreneurs (and a drone) effortlessly – quite a challenge considering we had to shoot in multiple locations and the talent weren’t actors. Diana, Liz and the team were a great bunch to work with, in a collaborative way. They saw our vision and the outcome was superb” 

Credits:

Director: Liz Unna

DOP: Ian Murray Repped by vision Artists

Senior Producer: Mia Xerri

Producer: Russell Pearce

Sound Engineer: Cassandra Rutledge Repped by RA Agency

Art Director: Benedict Lack and Samuel Waters

Gaffer: Josh Mclaren

Production Assistant: Belle Chapman-Jessop

Stylist: Andrea Allenart

MUA: Sarah Cherry

Offline Editor: Adam Rudd @ Whitehouse Post

Post Production: Creative Outpost

Post Producer: Caroline McNulty

Grade: Mark Meadows

Sound Design/Mix: Tom Lane

Online/VFX: Krispy Cornwell

Casting by: BN Casting

Agency: RAPP UK

Agency Producer: Kate Hinton

Creative Director: Stephen ‘Sid’ Gordon

Creative team: James Sexton and Anthony McGinty

Genres: Documentary

Categories: Consumer Electronics, Mobile Devices

Be The Fox, 6 months ago