Samsung is joining forces with four celebrities to work with ordinary people on a UK-based talent-hunting initiative. Actor Idris Elba (who starred in The Wire and Mandela: Long Walk To Freedom) singer Paloma Faith, photographer Rankin and chef Gizzi Erskine will act as mentors for the scheme, which aims to unearth new talent in the mediums of film, music, photography and food.
Entrants must record a two-minute video pitch outlining their idea and upload it to the project's website by March 6. Canidates for the project will then be picked and the process will culminate with a TV show, to be shown on Sky later this year.
Cheil UK created the campaign and website, and has also launched a series of films featuring each celebrity which will be used to recruit the candidates. They were directed by Chris Faith at Fat Lemon, a new production company launched last week as part of chef Jamie Oliver's production empire.