Home Gallery Video Samsung Unpacking Samsung Samsung 'Unboxes' Its Tech Evolution in Dazzling Effects-Driven Film Video Drops Before Brand's 'Unpacked' Event at the Mobile World Congress By Ann-Christine Diaz. Published on Feb 19, 2016 Editor's Pick Samsung takes the now-familiar premise of the "unboxing" video to show far the brand's mobile technology has evolved over the years in this energetic, effects-driven film from 72andSunny and directed by Asif Mian and Bob Partington of 1st Ave Machine. In the opening scene, a man opens a Samsung "shoe box" to reveal a gigantic mobile phone with a huge antenna, feeling its hefty weight in his hand. Via some dazzling VFX, he unpacks that, nesting-doll style to reveal increasingly smaller devices. The spot goes on to capture Samsung engineers of the past, trying to conceive the perfect watch phone -- resulting in models that get more compact, sleek and cool with each iteration. a Other scenes show the brand reaching a high point, making the first 3G call from Mount Everest - and then a "low" one, under water, demonstrating the Galaxy S5's water-resistant capabilities. The ad drops ahead of Samsung's "Unpacked" event at the Mobile World Congress in Barcelona. Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateFeb 19, 2016Agency:72andSunny AmsterdamClient:SamsungSVP, Global Head Brand Integrated Marketing:Pio SchunkerDirector, Launch Marketing Group, Mobile Comm:Sonia ChangSenior Marketing Manager, Launch Marketing Group:Yeji KimMarketing Manager, Launch Marketing Group:Lloyd J. KimMarketing Manager, Launch Marketing Group:Noo Ree HurMarketing Manager, Launch Marketing Group:Sophia JangECD:Carlo CavalloneECD:Stuart HarknessCD:Matt HeckSenior Writer:Andy JohnsDesigner:Domingo de la VillaManaging Director:Nic OwenGroup Brand Director:Brendan BellBrand Director:Hanna PettitBrand Manager:Rico OyejobiBrand Coordinator:Maaike BaanBrand Coordinator:Amandine DecourcelleBusiness Affairs Manager:Jaime SzefcBusiness Affairs Coordinator:Selam KehishenGroup Strategy Director:Tom JohnstoneStrategy Director:Maria GalleriuStrategy Director:Elena LonitaDirector of Production:Stephanie OakleyFilm Producer:Peter WilliamsFilm Producer:Jennifer CursioProduction Company:1st Ave MachineDirector:Asif MianDirector:Bob PartingtonEP:Isabella ParishProducer:David StewartDOP:Manel RuizProduction Manager:Kerry SmartProduction Designer:John BeardArt Director:Jiri MaturaCostume Designer:Rebecca HaleHair & Make Up:Darren EvansEditorial:Cut+Run, LondonEditor:James RoseEditor:Jack Singer2D Lead Compositor:Ricky Weissman2D Artist:Dirk Riesenfeld2D Artist:Tom Van Dop2D Artist:Dan Sanders2D Artist:Lise Prud'homme2D Artist:Julia CaramDMP:Vincent van der Klaauw3D Lead:Amir Bazazi3D Artist:Ross McCabe3D Artist:Luca Maccarrelli3D Previs:Kitty LinMotion Design:James McIverColorist:George KyriacouBaselight Assist:Kennedy DawsonVFX Supervisor On Set:Jim RadfordVFX Producer:Gwenn HardouinVFX Line Producer:Edwin ElkingtonMusic Publisher:Warner ChappellRecord Company:Warner Music GroupComposer:Michael James KerrComposer:Benjamin Peter ThatcherMusic Artist:Royal BloodTrack Title:"Figure It Out"Audio Post Production:Wave Studios AmsterdamAudio Post Production:FactoryMix:Alex Nicholls-LeeMix Audio Post Producer:Ben TomlinSound Designer:Phil BollandSound Design Audio Post Producer:Lou AllenStarry Sky/VR Shot:Vincent Brady Nocturnal PhotographySee more credits 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.