Samsung Galaxy A Awesome is for everyone

↳ Client: Samsung
↳ Studio: Wieden+Kennedy

↳ Please note that this is a Wieden+Kennedy project where Tina Touli collaborated as the Lead Designer for the Motion Team.
Global campaign celebrates and elevates creators from around the world.

The young generation of content creators don’t just take technology at face value; when their optimism meets their hands-on improvisation, they create the behaviors, memes, crazes, dances and music that inspire the rest of the world. They aren’t just future smartphone buyers; they are where the future is created. So instead of only speaking to these global creators, we collaborated with them.

They don’t want brands selling them innovation; they want to be innovation, so we celebrated elevating the awesome creators and communities from around the world who are pioneering and remixing what smartphone technology can do for them.

The 30-second ‘Official Launch’ film brings together creatives from all around the world to collaborate and build an exciting and dynamic mosaic inspired by the Duet chains and culture of co-creation on social platforms. They start with one piece of footage and encourage other creators to join and add something to the story, forming an endless mosaic that builds a strong sense of connection with others around the world – the new phenomenon of global culture sync in action.

The film takes the viewer from a Bangkok tattoo artist Parangew, to Jonathan Neguebites dancing on a beach in Rio, to a twins rap duo Ain’t Afraid in Michigan, to the first Nigeria’s skate crew Wafflesncream, to Vogue choreographer Alina Ryzhkova in snowy Kiev, to Kurdish-British model and activist Deba, and so on. The ride is accompanied by a remix of the iconic techno banger that highlights the awesome benefits of Galaxy A: “Awesome screen, awesome camera, long lasting battery life”.

In addition to the Official Launch Film, and using the same mosaic technique, six 15-second feature films have been created highlighting the features of the Galaxy A72, A52/A52 5G and A32 to help people express and share their creativity: Camera & Water resistance, Security, Battery, Storage, Display & Performance, 5G.

The ‘Why Galaxy A’ film was specially created for the Samsung Galaxy Awesome Unpacked in 2021 to reaffirm Samsung’s commitment to bringing awesome technology to everyone.  This anthem film takes us through a global choir of creators showing what they can do with a Galaxy A in-hand.

The campaign launched globally, including in Brazil, India, Indonesia, Spain and South Africa and played out via a range of assets across TV, digital and social.
SAMSUNG

SVP, HEAD OF GLOBAL MARKETING: Stephanie Choi
VICE PRESIDENT, GLOBAL BRAND MARKETING: Matthew Leem
BRAND DIRECTOR: Jessie Song
SR BRAND MANAGER: Robin Park
SR BRAND MANAGER: Emily Choi
BRAND MANAGER: Sunhong Min
BRAND MANAGER: Soyoung Jang
BRAND MANAGER: Saebin Park

WIEDEN+KENNEDY AMSTERDAM

MANAGING DIRECTOR: Blake Harrop
EXECUTIVE CREATIVE DIRECTOR: Eric Quennoy, Mark Bernath
CREATIVE DIRECTOR: Daniel Schaefer, Szymon Rose, Hannah Smit, Edouard Olhagaray
ART DIRECTOR (OFFICIAL LAUNCH FILM + FEATURE FILMS): Mariano Garcia Cruz
COPYWRITER (OFFICIAL LAUNCH FILM + FEATURE FILMS): Dasha Ovechkina
ART DIRECTOR (WHY GALAXY A): Riccardo Rachello
COPYWRITER (WHY GALAXY A): Chris Taylor
ART DIRECTOR (A72/52 AND A32 OFFICIAL INTRODUCTION FILMS): Florian Barthelmess
COPYWRITER (A72/52 AND A32 OFFICIAL INTRODUCTION FILMS): Allan Stevenson
HEAD OF BROADCAST PRODUCTION: Joe Togneri
EXECUTIVE PRODUCER: Jaime Tan
BROADCAST PRODUCER: Khalid el Khouani
BROADCAST PRODUCER (A72/52 AND A32 OFFICIAL INTRODUCTION FILMS): Eline de Roo
GROUP ACCOUNT DIRECTOR: David Newsome
ACCOUNT DIRECTOR: Nick Pirtle
ACCOUNT MANAGER: Mariia Shatikhina
ACCOUNT MANAGER (A72/52 AND A32 OFFICIAL INTRODUCTION FILMS): Samantha Wolfson
ACCOUNT EXECUTIVE: Bliss Zhawi
HEAD OF PLANNING: Martin Weigel
PLANNING DIRECTOR: Thom Dinsdale
HEAD OF COMMS & DIGITAL STRATEGY: Danielle Pak
COMMS PLANNING DIRECTOR: Elsa Stahura
STUDIO DIRECTOR: Lizzie Murray
LEAD DESIGNER: Tina Touli
MOTION DESIGNER: Justin Magness, Rob Wienk, Borja Holke, Lieke Milder, Lewis Beedham 
PROJECT MANAGER: Caroline Kosse
BUSINESS AFFAIRS: Marie Hernandez

FILM PRODUCTION 

PRODUCTION COMPANY: Stink Films
DIRECTOR: Felix Brady
DIRECTOR OF PHOTOGRAPHY: Albert Salas
PRODUCER: Katie Lambert, Martha McGuirk
EXECUTIVE PRODUCER: Jon Chads
PRODUCTION COMPANY: Stink Films
DIRECTOR: Felix Brady
DIRECTOR OF PHOTOGRAPHY: Albert Salas
PRODUCER: Katie Lambert, Martha McGuirk
EXECUTIVE PRODUCER: Jon Chads​​​​​​​
EDITING
EDITING COMPANY: Trim Editing
EDITOR: Vid Price
ASSISTANT EDITOR: Helena Teixeira
EDITING COMPANY: Trim Editing
EDITOR: Matt Newman
ASSISTANT EDITOR: Helena Teixeira
AUDIO POST
AUDIO POST: Wave Studios Amsterdam
SOUND DESIGNER/MIXER: Randall W. Macdonald
AUDIO POST: Wave Studios Amsterdam
SOUND DESIGNER/MIXER: Alex Nicholls-Lee
MUSIC
MUSIC COMPANY (OFFICIAL LAUNCH FILM): Wave Studios Amsterdam / Sixty Four Music
ARTIST / TITLE (OFFICIAL LAUNCH FILM): WERK AAN ZEE - "NEW AWESOME SONG"
MUSIC COMPANY (FEATURE FILMS): Pitch & Sync
ARTIST / TITLE (FEATURE FILMS): DJ Hyperlink - Camera & Water Resistance, Macha Kiddo & Relo - Security banginclude - Battery, Mansa '91 - Storage, Sylarbomb - Display & Performance, Sylarbomb - 5G
MIXING ENGINEER: Randall W. Macdonald
MUSIC COMPANY (WHY GALAXY A FILM): Kay/Oskwarek Music
ARTIST / TITLE: Phil Kay - A is for Awesome
ARTIST / TITLE (A52/A72 OFFICIAL INTRODUCTION FILM): Artist
MUSIC SUPERVISION (A52/A72 OFFICIAL INTRODUCTION FILM): Pitch & Sync 
PUBLISHER (A52/A72 OFFICIAL INTRODUCTION FILM): Thomas Slinger in care of On The Money Music Ltd / One Two Many
ARTIST / TITLE (A32 OFFICIAL INTRODUCTION FILM): Artist
MUSIC SUPERVISION (A32 OFFICIAL INTRODUCTION FILM): Finger Music
PUBLISHER + LABEL (A32 OFFICIAL INTRODUCTION FILM): Publisher

POST PRODUCTION 
POST PRODUCTION : MPC Amsterdam
LEAD FLAME: Ricky Weissman
ARTISTS (OFFICIAL LAUNCH FILM): Elsa Tu, Warren Gebhardt
ARTISTS (FEATURE FILMS): Kristian Bonne, Silvia Bartoli, Ullas Thunga K, Amar Chundavadra, Maximilian Mallmann, Chris Welsby, Arnau Gilabert, Vivek Mayanglambam,
POST PRODUCTION : MPC Amsterdam
LEAD FLAME: Elsa Tu, Angus Wilson, Kamen Markov
ARTISTS: Mike Simons, Stepan Pazderka, Julia Caram
3D SUPERVISOR: Andy Steele
COLORIST: Jean-Clement Soret
COLOR PRODUCER: Santino Napolitano
PRODUCER: Gwenn Hardouin
EXECUTIVE PRODUCER: Lauren Loftus

SHASHI KUMAR S, WARREN GEBHARDT, DAN LORENZINI
3D SUPERVISOR: Andy Steele
COLORIST: Jean-Clement Soret
COLOR PRODUCER: Santino Napolitano
PRODUCER: Tom Cole
EXECUTIVE PRODUCER: Lauren Loftus
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