Samsung Unpacking 1988 to 2016

Samsung’s release of the new Galaxy S7, Galaxy S7 edge and Gear 360 is being promoted with a commercial covering the unpacking of new models, from the release of the SH-100 mobile phone in 1988 to the first wristwatch phone, the world’s smallest TV phone to Samsung’s first MP3 phone. In 2011 Samsung introduced the S Pen with the Galaxy Note series and paved the way for Phablets. In the same year British mountaineer Kenton Cool made the first 3G call from Mt Everest. The 2016 Samsung Unpacking commercial provides visual references to underwater testing for the Galaxy S5 and the development of curved glass to create the first dual edge screen smartphone.

Samsung Unpacked Gym


The Samsung Unpacked campaign was developed at 72andSunny Amsterdam by executive creative directors Carlo Cavallone and Stuart Harkness, creative director Matt Heck, senior copywriter Andy Johns, designer Domingo de la Villa, agency producers Peter Williams and Jennifer Cursio.

Filming was shot by directors Asif Mian and Bob Partington via 1st Avenue Machine with executive producer Isabella Parish, producer David Stewart and director of photography Manel Ruiz.

Editors were James Rose and Jack Singer at Cut + Run.

Visual effects were produced at MPC Amsterdam by VFX Supervisor 2D Ricky Weissman, VFX Supervisor 3D Amir Bazazi, VFX shoot supervisor Jim Radford, VFX producer Gwenn Hardouin, VFX line producer Edwin Elkington, VFX team Dan Sanders, Dirk Riesenfeld, Tom Van Dop, Lise-Prude-Homme, Vincent van der Klaauw, Akhil K.P., Anupam Kumar, Arulanandhan, Alexis Williams, James McIver, Julia Caram, Ross McCabe, Luca Maccarrelli, Kitty Lin & James McIver. Colourist was George K.

Audio post production and sound design were produced at Wave Studios Amsterdam and Factory.

Music is “Figure It Out” by Brighton band Royal Blood.