Samsung pushes the boundaries

Following the unveiling of the Samsung Galaxy S8, the electronics company and its marketing partners Leo Burnett and Turner Duckworth have rolled out a series of beautiful short films.

First came ‘The Ostrich’ and ‘This is a phone’, which watches as an ostrich experiences the Samsung VR Headset and the phone is defined through a series of symbols, respectively.

They have since been followed by ‘The New Normal’ and ‘Breaking Out’ which show people in different situations experiencing the headset and the power of the S8, respectively.

About the films, global chief creative officer of Leo Burnett Worldwide Mark Tutssel said it’s a reflection of Samsung’s products continue to defy conventional categories.

“Great brands have a purpose and a point of view about life. Samsung stops at nothing to create impossible technologies so that people can do impossible things,” he said. 

The films have been complimented by a series of a series of digital, social and out-of-home activations across the globe, including ‘Whale’ and ‘Astronaut’.

Both ‘Whale’ and ‘Astronaut’ show the boundaries of the S8 being pushed like in the ‘Breaking Out’ film and the creative insight, according to designer and founder of Turner Duckworth David Turner, was based on the concept of breaking free from the confines of a normal phone, smashing off its borders and its home button to unveil and unbox the Samsung Galaxy S8.

“Samsung’s approach to visual identity design is directly inspired by the idea of defying barriers. It is extremely disciplined, but highly flexible. This design, while driving consistency, is also a springboard for unlimited creativity,” he said.

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