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

Sweet tale, sweeter execution

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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.



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