R/GA New York Turns the Bezel for Samsung Gear S2

By Erik Oster 

R/GA New York launched a new spot for Samsung’s Gear S2 smartwatch featuring 150 choreographed performers.

The spot, entitled “Turn the Bezel,” opens with a circle of performers surrounding a large representation of the smartwatch. Soon, they are joined by a larger group as everyone breaks into a song and dance routine set to Cash Cash‘s “Kiss the Sky.” The two-minute ad may be a bit of a one-trick pony, but it’s a visually impressive one, with spot on choreography and an entertaining routine. In the process, the performers pay tribute to the device’s round shape and various features, such as its rotating bezel, music and S Health features. It’s definitely a step up from the recent Apple Watch ads, which seem phoned in by comparison. And the ad seems to be striking a chord with viewers, racking up over five and a half million views since being uploaded  five days ago.


Client: Samsung Electronics
SVP, Global Branding & Marketing: Pio Schunker
Senior Manager: Jay Kim
Manager: Stella Lim
Assistant Manager: Christine Kim
Cost Consultant: Caroline Reed


Agency: R/GA, New York
Executive Creative Director: Chris Northam
Executive Creative Director: Eric Jannon
Associate Creative Director: Eduardo Quadra
Senior Copywriter: Paul Wood
Director Film Production: Kat Friis
Senior Film Producer: Lyra Rider
Executive Producer: Lisa Greenleaf
SVP Managing Director: Robin Forbes
Account Director: Elizabeth Bourke
Group Planning Lead: Dennis Claus
Director Operations: Erin Rabasca
Director Business Affairs: Nancy Espinal
Director Business Affairs: Jennifer DeCastro

Production: Partizan Entertainment
Director: Michael Gracey
Exec. Producer: Jennifer Gee
Line Producer: Russell Curtis
Director of Photography: Denzil Armour-Brown
Choreographer: Cheyenne de Miranda
Editor: Stuart Bowen
Production in Prague: Stillking Films
Executive Producer: Michal Skop
Production Manager: Michal Cerveny
Production Coordinator: Vojta Ruzicka

Post Production: Union Editorial
Executive Producer: Caryn MacLean
Senior Producer: Susan Motamed
Assistant Editor: Joseph Garst
Motion Graphics/Animation: Nadine Müller
Senior Flame Artist: Jason Ortenberg
Additional VFX: Adam Stockett
Flame operators: Kirk Balden, Todd Gutridge, Steve Koenig
Flame assistant: Molly Tomecek

Music Supervision: Beta Petrol
Music Supervisor: Bryan Ray Turcotte
Sound Designer: Peter Lauridsen
Executive Producer: Dayna Turcotte

Color Correction: Company 3
Colorist: Tim Masick

Audio Mix: Heard City
Mixer: Keith Reynaud