As Creative Director of Viacom Advertising Sales and Brand Solutions I contributed to the establishing this new client relationship with Samsung and worked closely with their Seoul based agency to write the latest campaign for Samsung's Mobile Team in order to promote the TabS 10.5 and 8.4.
I steered the creative towards the use of mixed media in order to really celebrate technology as a whole, to transform the "normal" into exciting and poetic images.
By exploring the boundary between reality and fantasy, the tv and online spot plays on the concept of a fully immersive experience.
The abstract animation taking place in the TabS is inspiring the real physical environment to behave the same way, thus transforming everyday life into magical scenarios.
The Before and Behind the Scenes videos provide a good account of what took to create these images and the immense work leading to their creation by a team of many talented people.