Brand Marketing Ad of the Day: Samsung’s Dreamy Holiday Ad Tells a Moving Fairy Tale on 74 Screens Sweet tale, sweeter executionBy Rebecca Cullers|December 17, 2014 Share By Rebecca Cullers|December 17, 2014 Share 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. Check out the making-of video below to see some interesting footage of the storyboards, hear from the director and muse about whether multiple screens truly add to the dreamlike quality of the adorable cartoon. Either way, the story of a little girl chasing her stocking through a dream world is cute. And besides, the message is clear: Samsung would like you to dream about a nice Note or Galaxy this holiday. 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 Original Music and Sound Design: Human Adweek Adweek