Millimetres Matter for Samsung Ultra Edition Handsets

Samsung Mobile Europe has released a viral video, ‘Millimetres Matter’, aiming to capture the distinctive slimness of the Ultra Edition II handsets in the balletic grace and beauty of the natural world under the microscope. Illustrating insects up close and personal, whilst playfully including a selection of minute pies and desserts – the result is a microscopic pie fight recorded on film.

Millimeters Matter video shots

The viral ad, posted on YouTube, leads to before transferring through to Samsung Mobile Europe.

Using Johann Strauss’s Blue Danube Waltz provides an atmosphere reminiscent of the low-gravity space travel scene in Kubrick’s Space Odyssey 2001.

No insects were harmed in the make of Millimetres Matter, but some did get a little sticky. Actually they seemed quite happy to help clean up by eating up the sugary mess.

Click on the image below to play the video.


The Millimetres Matter spot was developed at The Viral Factory, and directed by Richard de Aragues via Mad Cow Films, with producers Jonas Blanchard and Nicholas Unsworth, editor Rick Waller and director of photography Steve Downer.

The production team shot high-speed footage of insects being hit by droplets of coloured viscous liquid. Maquettes were then created to match the shapes and positions of the ‘heroic’ insects and painted blue. Real pies were then thrown at the maquettes and shot at high speed. The biggest challenge was creating enough light to achieve the required exposure. To ensure the insects were comfortable and under no threat of heat exhaustion, the light could only be switched on for up to 3 seconds at a time. Even with the specialist equipment, the depth of field was literally never more than a few millimetres, meaning that the insects only had to move minutely before going out of focus.

More than two hundred and twenty five miniature desserts, including Lemon Meringue pie, Coconut Custard pie and Cranberry Jelly pie, were specially crafted by an expert team of miniature props creators.

Millimeters Matter video shots

A total of three hundred flies, fifteen beetles, one Elephant beetle, six common spiders, one queen wasp and one hundred bees were present on set at all times.

Post production was done at Rushes by Telecine artist Simone Grattarola, VFX artists Brian Carbin, Richie White, Paul Hannaford, Emir Hasham, Matt Jackson, with after effects by Brad Le Riche.

The Rushes team composited real pies to the impacts made on the real insects making it appear as though miniature pies were hitting them. The insects were then composited to backgrounds shot on HD Cam.

Lemon meringue pie recipe

0.7478 mllilitres cornstarch
0.1478 milllilitres tablespoon flour
0.176 mililitres cups granulated sugar
0.2 millilitres water, boiling
0.004 egg yolk, beaten
grated rind of .02 of a lemons
0.1478 millilitres butter
0.025 mililitres salt
0.075 millilitres unstrained lemon juice

Under microscope: Sift together cornstarch, flour, and sugar.
In centrifuge mix in boiling water, continuing to mix until mixture becomes smooth.
Cook the mixture in top of a double boiler for 30 seconds.
Be sure the water in the double boiler is simmering before the 30 seconds count begins.

Meanwhile, beat a .25 millimetres egg yolk. Stir the hot mixture into the beaten egg yolks (to temper), then slowly combine the egg yolks entirely with the remaining hot mixture. Pipette in the grated lemon rind, butter, salt, and lemon juice.

Stir constantly, continuing to cook until the egg yolks become smooth and thick.

Pour the filling into the baked pie shell. Cover with meringue (see below) while still warm, but not hot.

.005 egg whites, stiffly beaten
.0025 teaspoon salt, scant
.09 tablespoons granulated sugar
.025 teaspoon lemon juice

Place salt and lemon juice in bowl and mix in centrifuge egg whites Check under microscope mix is stiff, but not separating. While centrifuging, gradually pipette in the sugar.
Spread meringue on top of lemon filling with a spatula.

Bake pie at 300°F until the meringue takes on a delicately golden color with lightly browned tops. Allow to cool before gently.

Filed under: Commercials, Samsung

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