Samsung Galaxy: Seamlessly Connect Your Galaxy by RGA
Samsung’s summer campaign, which has just debuted in the US, highlights the connectivity of its Galaxy S10 ecosystem and features a couple trying to keep a baby happy and not crying through rap music.
The 45-second hero film, done in partnership with R/GA and directed by Sean Meehan of Arts and Sciences, highlights Samsung’s partnership with Spotify and features two young parents who discover they can pacify their crying baby with help from rapper DMX and Samsung’s ecosystem of products.
As the exhausted parents try to quiet the baby, a call comes in on the mother’s Galaxy Watch Active to the tune of Party Up by DMX. When the father realizes that the quick call quieted the baby momentarily, he starts playing the tune on his Galaxy S10+. The two then spring into action, getting the baby into a swing and switching the action to the Samsung TV. A brief hiccup as the music goes to the Galaxy Buds is remedied when the music is heard on both devices. Crisis averted.
Separate 10-second ads show individual features of the ecosystem through the actions of the couple, like music control, dual microphone technology, text without typing and answering your phone on your tablet.
Credits
Samsung Electronics, Global Mobile Division
R/GA
Agency: R/GA New York
Client: Samsung Mobile
Campaign: Seamlessly Connect your Galaxy
Music: Party Up – DMX
Group Executive Creative Director: Nick Pringle, Kim Laama
Executive Creative Director: Ciaran McCarthy, Roberto Fara
Creative Director: Josh Parschauer
Associate Creative Director: Katie Facada, Thibault Gerard, Joshua Williams
Design Director: Ben Downard
Design: Chris Cyran, Anton Pearson, Wes Vanderpool, Tiffany Tsoi
Jr Art Director: Jason Saimpy
Jr Copywriter: Ji Kim
SVP Group Managing Director: Christopher Brown
VP, Executive Production Director: Ami Moore
Group Account Director: Georgia Newton
Management Supervisor: Stephanie Kim
Senior Producer: Christine Barnowsky, Andy Kim
Product Manager: Anna Fine
Business Affairs: Lynda Blaney-Smith, Danielle Small
Executive Strategy Director: Meghann Mackenzie
Group Strategy Director: Markus Hutchins
Strategy Director: Jenna Silverman
Connections Planner: Meghan Lorito
Executive Content Producer: Carol Powley
Senior Content Producer: Chris Detoy, Purvi Sheth
Associate Content Producer, Post: Claire Dorwart
Executive Creative Director: James Dick
Motion Design Director: Gavin Shapiro
3D Art Director: Natasha Saenko
VP, Technology Director: Kai Tier
Senior Technology Director: Rawle Curtis
Senior Technology Director: Thomas Chan
Sr Content Producer, Print: Patrick Gosse
Sr Mechanical Artist: Olga Lamm
Retouchers: XYZ Graphics
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Production Company: Arts & Sciences
Director: Sean Meehan
Managing Partner / Executive Producer: Marc Marrie
Managing Director / Partner: Mal Ward
Head of Production: Christa Skotland
Producer: Sam McGarry
Director of Photography: Sean Meehan
Production Designer: Michael Broaddus
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Editorial: Cut + Run
Editor: Steve Gandolfi
Assistant Editor: Chris Wronka
Assistant Editor: Eli Beck-Gifford
Head of Production: Marcia Wigley
Finishing: Jogger NY
Lead Flame Artist: Joey Grosso
Flame Artist: Matt Dolven
Flame Assistant: Rachel Driver
Senior Producer: Mike Tockman
Color: Company 3
Senior Colorist: Sofie Friis Borup
Sound: Sonic Union
Sound Designer/Mix Engineer: Julienne Guffain
Music Supervision: Wool & Tusk
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