This sumptuous piece for Samsung's new Ultra High Definition telly box certainly knows how to strike a pose. The music is full of corporate bombast and the VO is affectedly breathy and feeble but never mind all that: it's the visual side of things that matters - and it delivers lavishly. Directed by Floria Sigismondi, the spot conveys a sense of the experience of watching UHD on a curved screen and makes us covet a Samsung of our own.
Creative Agency: Cheil Worldwide
Regional CD: Kate Hyewon Oh
Film Production: Believe Media (Los Angeles) / QUAD (Paris)
Director: Floria Sigismondi (repped by Believe Media)
Executive Producer: Liz Silver (Believe Media) / Mark O'Sullivan (Believe Media) / Martin Coulais (Quad) / Yoon-Seok Nam (Keystone Films) / Brigitte Slama (Keystone Films)
Photography: Alex Lamarque
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