Home Gallery Video Samsung Coliseum Samsung Promotes New Curved TV with Gladiator Epic Filmed in 4K MPC's VFX Render Every Face in the Crowd in Detail Published on May 16, 2014 Editor's Pick Samsung is promoting its first curved UHD television with a cinematic TV ad by CHI & Partners which, to reflect the product's capabilities, was filmed entirely in 4K (four times Full High Definition). Shot on location in New Zealand by Park Pictures' Nathan Price, the spot is set in a Roman-style arena, with a chillingly young despotic emperor directing menacing gladiators. A father and son in their pyjamas find themselves at the heart of the action as they watch from (as it's eventually revealed) their sofa on a massive curved screen. The production required a huge cast and crew with 350 extras, a purpose-built coliseum in a disused quarry and bespoke costumes designed by Barbara Darragh. VFX house MPC created the crowd scenes in CG, paying painstaking attention to detail as the ultra high resolution means that effectively, every minute expression on faces in the crowd can be seen. The spot breaks in the UK today and will roll out globally over TV, outdoor, press and online. Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateMay 16, 2014Agency:CHI & Partners LondonClient:SamsungExecutive Creative Direction:Jonathan BurleyArt Director:Monty VerdiCopywriter:Micky TudorAgency Producer:Matt CreswellDirector:Nathan PriceProd. Co.:Park PicturesExec Producer:Stephen BrierleyDOP:Ginny LoaneVFX:MPCVFx Producer:Philip WhalleyVFX Executive Producer:Tim PhillipsVFX Supervisor:Frank LambertzCG Supervisor:Carsten KellerGrade:MPCColorist:Jean-Clément SoretEditor:Jonno Woodford-Robinson@ Fusspot NZEditor:Paul Hardcastle, TrimAudio Post:Sam Ashwell @ 750MPH Tagselectronics CategoryTVC Industryelectronics GenreVFX/AnimationVisual Latest Creativity News on Ad Age You Might Fall Asleep Before You Find Out Who's Behind This Weird Late-Night Campaign ANA Aims to Standardize Gender Equality in Ads Burger King: A Look Back at Some of the Best Ideas From Cannes Lions' Creative Marketer of the Year Related work Samsung: Samsung Galaxy -- The Rest of Us Wieden & Kennedy Portland Samsung: The Night Before Wieden + Kennedy Portland Samsung: Gear S3 World Choir Cheil U.K.