72andSunny mined memorable moments in film, TV, and the Internet for their new campaign unveiling Samsung’s Curved UHD TV, called “The Curve Changes Everything.”
The new broadcast spot debuted last night during primetime programing including AMC’s Mad Men, NBC’s Women of SNL, and the season finale of Fox’s execrable Family Guy, to name a few. The 60-second “The Curve Changes Everything,” mines such sources as Clueless, Jurassic Park, Gravity and that screaming goat you saw on YouTube to stitch together “not only excitement for the curve and the experience, but how the curve impacts different family scenarios and living room environments.” 72andSunny worked with production company Caviar, director Rian Johnson (Looper, a couple of great episodes of Breaking Bad) and Oscar-winning cinematographer Claudio Miranda (Life of Pi, The Curious Case of Benjamin Button) to bring the spot to life.
“The Samsung Curved TV is just a beautiful object,” said Rian Johnson. “Beyond the quality of the picture, the industrial design of the TV – with its subtle curve – is really stunning when you see it up close in person. We were tasked with finding ways to show off the curve, but you really just need to point a camera at the TV and it pops off the screen. It was a pleasure to shoot.”
In addition to broadcast, the campaign also features print, digital and out of home (OOH) components. “The Curve Changes Everything” will continue to run on major networks, cable and online. Stick around for credits after the jump.
Credits:
CLIENT: Samsung Electronics America
Todd Pendleton: Chief Marketing Officer
Peggy Ang: VP of Marketing
John LaVoie: Director – Brand & Consumer Marketing Communications
Nazik Almahdi: Sr. Manager, Markeitng
AGENCY: 72andSunny
John Boiler: CEO, Partner
Jason Norcross: Executive Creative Director, Partner
Bryan Rowles: Executive Creative Director, Partner
Barton Corley: Creative Director/Writer
Galen Graham: Creative Director/Designer
Ian Fairbrother: Sr. Writer
Kristina Krkljus: Sr. Designer
Sam Baerwald: Director of Film Production
Nicole Haase: Executive Film Producer
Jeff Yee: Sr. Film Producer
Lizzie Marcy: Freelance Producer
James Townsend: Managing Director
Andrew Krensky: Brand Director
Caetlyn Caldwell: Brand Coordinator
Tom Johnstone: Group Strategy Director
Hannah Devendorf: Sr. Strategist
Christine Claussen: Group Business Affairs Director
LaTanya Ware: Business Affairs Manager
PRODUCTION: Caviar
Rian Johnson: Director
Michael Sagol: Executive Producer
Leigh Miller: Head of Production
Eric Escott: Line Producer
Claudio Miranda: DP
EDITORIAL: No 6 Editorial
Chan Hatcher: Editor
Crissy Desimone: Executive Producer
Kendra Desai: Post Producer
Kyle Whitmore: Assistant Editor
VFX/ANIMATION:The Mission Studios
Joey Brattesani: Lead Flame Artist
Michael Vaglienty: Esq. Flame Artist
Christopher Moore: Flame Artist
Jan Cilliers: Flame Artist
Colleen Smith: Flame Artist
Rob Winfield: Flame Artist
Trent Shumway: Flame Artist
Samir Lyons: Computer Graphics
Tony Meister: Graphic Designer
Daniel Chang: Graphic Designer
Michael Pardee: Executive Producer
Rob Trent: Creative Director
Stacy Kessler Aungst: Producer
Drew Rissman: VFX Coordinator
MIX HOUSE: Play Studios
John Bolen: Mixer
Lauren Casio: Executive Producer
Jeff King: Assistant
TELECINE: CO3
Stefan Sonnenfeld: Executive Producer/Colorist