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Ad of the Day: Samsung's Dreamy Holiday Ad Tells a Moving Fairy Tale on 74 Screens

Sweet tale, sweeter execution

An intricate dance between the devices and the camera

Some 74 synchronized devices, from a two-inch watch screen to a 65-inch curved Samsung TV—and everything in between—make an animated dream come alive in Samsung's lovely holiday spot.

R/GA created the ad, which was one enormous exercise in timing. It required the agency—and production company 1st Ave Machine—to build not only the dreamscape itself, but a special program to synchronize all the devices within it. They also had to precisely time the camera's movement so that, after all the hours of preparation, all they had to do was hit start and let everything play through.



Check out the making-of video below to see some interesting footage of the storyboards, hear from the director and muse about whether multiple screens truly add to the dreamlike quality of the adorable cartoon.

Either way, the story of a little girl chasing her stocking through a dream world is cute. And besides, the message is clear: Samsung would like you to dream about a nice Note or Galaxy this holiday.



CREDITS
Client: Samsung Telecommunications America
Chief Marketing Officer: Todd Pendleton
Sr. Director, Digital Marketing: Colleen McDuffe
Sr. Manager, Digital Marketing: John T. Field

Spot: "Samsung Holiday Dreams"

Agency: R/GA
Group Executive Creative Director: Al Patton
Creative Director: Qian Qian & Tristan Kincaid
Associate Creative Director, Copy: Emily Zaborniak & Ethan Schmidt
Art Director: RG Lacandola
Group Account Director: Helder Santo
Account Director: Joshua Lanz
Account Planner: Sarah Vining
Head of Production: Dave Kalvert
Senior Producer: Ashlye Vaughan
Producer: Sherilyn Ferdinand, Production
Producer: Adam Becht, BTS Video
Sound: Michael Fueser
Director/DP of BTS Video: Andrew Dowd
Lead Editor, BTS Video: John Gramglia
Asst. Editor, BTS Video: Kristen Zephyrus
Technical Director: Michael Piccuirio
Lead Product Architect: Aaron Ambrose

Production Company: 1st Ave Machine
Directors: Ben Steiger Levine, Martin Allais
EP/Partner: Sam Penfield
Producer: Jil Hardin
Associate Producer: Christina Jang
Production Supervisor: Lucy Sheridan
Production Coordinator: Karen Berkowitz
DP: Khalid Mohtaseb
PD: Marcos Lutyens

Editorial: 1st Ave Machine
Post-Production EP: Garrett Braren
Head of Production: Lisanne McDonald
Post Producer: Mike Sullo
Visual Effects Director: John Loughlin
PreVis 3D: Dan Bollwerk
PreVis 2D: Chris Russo, Beryl Chen
Smoke Conform: Phil Akka
TD: Christina Caravella

Original Music and Sound Design: Human

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