Samsung Captures Our Goofy Smartphone Photo-Opps

Spot by Knucklehead's Siri Bunford Promotes Galaxy S6 Edge

By Alexandra Jardine. Published on Oct 08, 2015

Editor's Pick

The "Kodak" moment may have gone down in advertising history, but in Samsung's latest commercial promoting the Galaxy S6 Edge, it's all about when our photographic efforts are less than perfect.

The spot is a series of vignettes showing the kind of goofy moments that are just made for taking a snap on your smartphone: trying to make your dog look like it's talking, grabbing a sunset, or trying to capture your kids's new braces or their childish artwork. It's the kind of thing that's hard to recreate in advertising, but the director (Knucklehead's Siri Bunford for 72andSunny Amsterdam) does a good job with this understated film. The endline is "true beauty isn't perfect but your camera should be."

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Oct 08, 2015
72andSunny Amsterdam
Executive Creative Director:
Carlo Cavallone
Executive Creative Director:
Stuart Harkness
Yann Corlay
Patric Franz
Managing Director:
Nic Owen
Brand Director:
Brendan Bell
Brand Manager:
Su May Tan
Brand Coordinator:
Henry Poynor
Director of Film Production:
Stephanie Oakley
Film Producer:
Eline Bakker
Film Producer:
Peter Williams
Group Business Affairs Director:
Madelon Pol
Business Affairs Manager:
Sabina Gorini
Director of Strategy:
Stephanie Feeney
Director of Communications Strategy:
Simon Summerscales
Group Strategy Director:
Tom Johnstone
Strategy Director:
Maria Galleriu
SVP, Global Head Brand Integrated Marketing:
Pio Schunker
Director, Launch Marketing Group, Mobile Comm:
Sonia Chang
Manager Launch Marketing Group, Mobile Comm:
Bokyung Chang
Marketing Manager, Launch Marketing Group:
Yeji Kim
Manager Global Marketing:
Noo Ree Hur
Manager Launch Marketing Group, Mobile Comm:
Sophia Chang
Marketing Manager, Launch Marketing Group:
Lloyd Kim
Production Company:
Siri Bunford
Tim Katz
Manel Ruiz
Jim Jolliffe
Art Department:
Niamh Coulter
Xavier Perkins
Post Production:
MPC Amsterdam
FX Producer:
Edwin Elkington
FX Producer:
Jakub Chilczuk
Matthieu Toullet
VFX Supervisor:
Timo Huber
VFX Artist:
Tom Van Dop
VFX Artist:
Lise Prud-Homme
VFX Artist:
Alexander Kulikov
Motion Design Artist:
Jessica Gaynor
Motion Design Artist:
Alexis Williams
Audio Post Production:
Wave Studios Amsterdam
Sound Design & Mix:
Alex Nicholls-Lee
Audio Post Producer:
Ben Tomlin
Audio Post Producer:
Mirjam Gevers
Chilly Gonzales
Performed by:
Chilly Gonzales
EMI Music Publishing
Record Company:
Gentle Threats Ltd
Music Consultant:
Amp.Amsterdam - Music Consultancy and Music Licensing

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