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It’s difficult to describe 2020 in one word. Chaotic, tumultuous, depressing, scary and unrelenting all work, but the list is endless.
Instead of words, Samsung in the U.K. has opted to use dance to capture the events and emotions brought about by this turbulent year.
The electronics brand tapped Irish actor Paul Mescal to star in its new campaign, Samsung Spotlight, which aims to inspire and give a platform to emerging artists who have been put out of work due to the pandemic.
The campaign kicks off with a 90-second spot starring Mescal, one of 2020’s breakout actors and the Emmy-nominated star of Hulu drama series Normal People—which Adweek named one of the best new TV shows of 2020—performing a contemporary dance routine in an abandoned warehouse.
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