Cheil Shifts Focus from Celebs to Schoolchildren in Latest Samsung Galaxy Note Clip

By Kiran Aditham 

Now that we’ve witnessed James Franco’s send-up of himself and David Beckham doing a rather nifty homage to Beethoven all for the sake of promoting the Samsung Galaxy Note, Cheil USA is taking a more serious approach to promote the brand and its tablet device. In this latest web film, agency and client join forces with New York-based design studio Institute of Play to show how the Galaxy Note 10.1 can be applied as an educational tool for the youth of today via features such as the  S-Pen, the Kno App, the S-Note Productivity Tools and Knowledge Search and Quick Note. As you’ll see above, the end result is better learning through gaming.

Cheil USA CCO Lars Bastholm explains, “Samsung asked us to identify an interesting partner in the learning space to showcase the Galaxy Note 10.1’s versatility. We knew the Institute of Play was the right match – the Institute of Play is reinventing the world of education through gaming, and Samsung is reinventing what’s possible in the world using technology.” Your move, Franco. Credits after the jump.


Chief Creative Officer: Lars Bastholm
Group Creative Director: Adam Wohl
Director of Creative Technology: Kaare Wesnaes
Account Supervisor: Ashley Watkins
Producer: Teresa Wakabayashi
Educational Partner:
Institute of Play 
Creative Director: Criswell Lappin
Informal Learning Director: Don Miller
Managing Director: Brian Waniewski
Kyle Li, Assistant Professor, Parsons The New School for Design
App Development Partner:
Production Company:
Washington Square Films
Director: Braden King
Director of Photography: Bob Richman
Executive Producer: Josh Blum
Director of Sales and Marketing: Jonathan Schwartz
Head of Production: Anna Gerb
Producer: Melody Roscher
Editor: Zeke O’Donnell
Producer: Leanne Diamond
Assistant Editors: Jillian Corsie and Danny Radcliff
Music & Sound Design:
Butter Music & Sound
Executive Producer: Ian Jeffreys
Associate Producer: Annick Mayer