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By John Glenday, Reporter

April 13, 2023 | 2 min read

Samsung is reinventing the art of low-light photography with the implementation of ‘Light Boost’ technology, which it claims delivers better results than a flash bulb.

Boldly proclaiming that ‘Flash Sucks’, the no-nonsense campaign, orchestrated by creative agency Mother, seeks to win over photographers seeking well-lit pictures in environments where light is at a premium.

Debuting on the Samsung Galaxy A54 5G, the new technique banishes the traditional technique of bathing subject matter in an instantaneous harsh bright light in favor of a subtler technique that won't leave you temporarily blinded.

Annika Bizon, marketing and Omnichannel director at Samsung Electronics UK said: “For consumers, the camera is a critical feature for smartphones, yet the flash still lets many people down in low light conditions. So our campaign is designed to help show everyone that thanks to Samsung Light Boost technology their photos and videos can still be awesome.”

Light Boost employs AI algorithms and an extra-large sensor to maximize the number of photons hitting each pixel, endowing nocturnal users with the ability to see the night like a barn owl.

Credits

Creative: Mother

Strategy: Mother

Client: Samsung UK

Product: Samsung Galaxy A54 5G

Client: Alex Conaway, Emma Jagger, Jade Simmonds, Sophie Henwood, Emilia Impey

Production company: Agile Films

Director: Jake Dypka

D.O.P: Nick Morris

Producer: Joseph Edwards

Production manager: Sarah Kirby

Casting: Brendan McNamara / Beach Casting

Edit: c/o Agile Films

Editor: Jean-Philippe Blunt

Post: c/o Agile Films

Post producer: Sarah Kirby

Colorist: Toby Tomkins / Cheat

Sound: James Wilson / Builders Tea

Music composition: James Wilson / Builders Tea

Stock: STALKR

Stills photographer: Tom van Shelven / Making Pictures

Stills producer: Coco Wolf

Brand Purpose Photography Samsung

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