R/GA teamed up with production company 1st Ave Machine to tell the story of a young girl’s “Holiday Dreams” for Samsung, using 74 different screens, from a 2-inch smart watch to a 65-inch curved HDTV, in the process.
The animated story begins with the girl sleeping in her bed on a winter night when her stocking “caught a ride, escaping to the cold outside.” From here, the girl searches for the stocking throughout various dreamscapes on different Samsung devices, until finally she finds herself “safe and sound and back in bed.” The ad ends with Samsung wishing viewers, “May all your holiday dreams come true.” We’re guessing, though, they might rescind that wish if your holiday dream includes a new iPhone.
It’s a cute story, and the way it’s told is certainly intriguing. Everything in the spot was shot in real time, with the devices all synced to communicate with each other as the animation jumped from one screen to another. If you’re wondering how exactly, R/GA and 1st Ave Machine pulled this off, stick around for behind the scenes footage after the jump.
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
Sound & Design: Human