Samsung Turn The Bezel
Samsung is promoting the Samsung Gear S2’s circular user experience with “Samsung Turn The Bezel”, a commercial featuring kaleidoscope-inspired choreography set to Cash Cash 2013 hit “Kiss the Sky”. Each turn of the bezel on the huge watch brings an app to life with synchronized choreography. The commercial opens with a circle of 28 performers in white, joined by 18 drummers in yellow, guitarists in red, vocalists in green and keyboard players in shades of red and purple. With a turn of the dial to S Health the musicians are replaced by fitness enthusiasts. With a turn to the Messages app the stage is set as a diner for a catch up with Sam.
The Samsung Turn The Bezel campaign was developed at R/GA, New York, by executive creative directors Chris Northam and Eric Jannon, associate creative director Eduardo Quadra, senior copywriter Paul Wood, group director film production Kat Friis, senior film producer Lyra Rider, executive producer Lisa Greenleaf, SVP managing director Robin Forbes, account director Elizabeth Bourke, group planning lead Dennis Claus, operations director Erin Rabasca, business affairs directors Nancy Espinal and Jennifer DeCastro working with Samsung Electronics global head of brand integrated marketing Pio Schunker, senior manager Jay Kim, manager Stella Lim, assistant manager Christine Kim and cost consultant Caroline Reed.
Production in Prague was by Stillking Films with executive producer Michal Skop, production manager Michal Cerveny and production coordinator Volta Ruzicka.
Post production was done at Union Editorial by executive producer Caryn MacLean, senior producer Susan Motamed, editor Stuart Bowen, assistant editor Joseph Garst, motion graphics animator Nadine Müller, senior Flame artist Jason Ortenberg, VFX artist Adam Stockett, Flame operators Kirk Balden, Todd Gutridge, Steve Koenig, and Flame assistant Molly Tomecek. Colorist was Tim Malick at Company 3.