Samsung’s launch of the 3D television screen in the UK is being promoted in “A New Dimension”, a television commercial shot on location in Buenos Aires and the Iguazu Falls in Brazil. The spot depicts TV screens featuring 3D images in everyday environments through a series of unusual installations and optical illusions in ordinary places. The ad took eight months to produce, required 81 crew members and used 1,256 TV sets to create effects including a three-storey-high cat and what appears to be Iguazu Falls plunging into a city centre.
Click on the image below to play the New Dimension ad in YouTube (HD)
Click on the image below to play the behind-the-scenes video in YouTube (HD)
The commercial is part of an £8m campaign which will include TV, press, outdoor and online advertising over a three-month period. Samsung 3D in the UK has a YouTube channel, Facebook page and Twitter stream.
Samsung’s campaign has been masterminded by the electronics manufacturer’s marketing director, Mikah Martin-Cruz, the executive behind the famous “Paint” and “Play-Doh” commercials for Sony’s Bravia TV.
“The campaign really captures the spirit of 3D TV and brings to life the amazing experience the technology can deliver,” said Martin-Cruz. “The launch of the first 3D TV in the UK is such a culturally significant event, we needed to do it justice with a visually exciting campaign that captures the audience’s imagination and feel we have done exactly that. Creatively it’s a new direction for Samsung and one that’s close to my own heart.”
The Samsung 3D campaign was developed at CHI & Partners, London, by creative director Charles Inge, creatives Simon Hipwell and Matt Pam, agency producer Kate Hardwick.
Post production was done at The Mill, London, by producer Chris Batten, shoot supervisor Wes, lead Flame artists Wes, Adam Grint and Gareth Brannan, colourist Adam Scott, 3D lead Eva Maria Kuehlmann, 3D artists Mark Bailey, Carlos Fraiha, Ivor Giriffin, Magali Barbe, Ed Hicks, matte painters Can Y Sanalan, Jiyoung Lee, concept artist Jimmy Kiddell, Flame assist Marios, Huss, with smoke by JP.