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.

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May 16, 2014
CHI & Partners London
Executive Creative Direction:
Jonathan Burley
Art Director:
Monty Verdi
Micky Tudor
Agency Producer:
Matt Creswell
Nathan Price
Production Company:
Park Pictures
Executive Producer:
Stephen Brierley
Director of Photography:
Ginny Loane
Visual Effects:
Visual Effects Producer:
Philip Whalley
Visual Effects Executive Producer:
Tim Phillips
Visual Effects Supervisor:
Frank Lambertz
CG Supervisor:
Carsten Keller
Jean-Clément Soret
Jonno Woodford-Robinson@ Fusspot NZ
Paul Hardcastle, Trim
Audio Post:
Sam Ashwell @ 750MPH

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