W+K Portland ‘Dreams’ in Virtual Reality for Samsung

By Erik Oster 

W+K Portland launched a new spot for the Samsung Galaxy S7 edge, tying the smart phone’s VR capabilities (when combined with the brand’s VR headset) to the power of dreams.

“People love to dream, because dreams are awesome,” begins the voiceover at the opening of the ad, over footage of a young woman falling asleep on the bus and then floating above its opening roof. The spot continues to wax philosophical about dreams: “When we’re young we dream about what we want to be when we’re older,” and “When we grow older we dream about being young again.”

It all gets tied back to the brand with the question, “So if you could experience anything in a dream just by putting a phone on your face, why wouldn’t you get that phone?” The fine print explains that, of course, this requires another device (Samsung Gear) to get those the dream-like VR capabilities.


Always with the conditionals!

Aside from the fine print, it’s an imaginative spot, with cinematic visuals courtesy of production company Smuggler and director Adam Berg. The fact that Samsung is using the phone’s VR capabilities when combined with Samsung Gear as a selling point is perhaps a hint at the direction the company’s advertising will move in the future.

The spot itself might mark a new direction of sorts for the brand, but it’s also probably the last from creative director Jason Bagley, who recently left W+K to join Deutsch’s Los Angeles office as a CCO.

Agency: Wieden & Kennedy
Creative Director: Jason Bagley
Creative Director: Craig Allen
Art Director: Brandon Mugar
Copy Writer: Derek Szynal
Executive Producer: Erika Madison
Producer: Kevin Diller

Production Company: Smuggler
Director: Adam Berg
Executive Producers: Patrick Milling Smith, Brian Carmody, Drew Santarsiero
Head of Production: Andrew Colon
Line Producer: John Bick
Director of Photography: Joost Van Gelder

Edit: Cosmo Street
Editor: Paul Hardcastle
Executive Producer: Yvette Sears
Producer: Marie Mangahas

Executive Producer:Mike Wigart
VFX Supervisor: Paul O’Shea
VFX Supervisor:Zach Trucker