Cheil Worldwide has teamed up with Gen Z influencer, Shea Glover, to recreate her 2015 film, People react to being called beautiful, for Samsung Galaxy’s A8 camera.
Glover appears on screen as well as sharing a co-director credit.
The idea taps into both the attention – and uncertainty – about themselves that plays a dominant role in young people’s thinking, and the authenticity they ask for in the content they consume.
At the same time, it subtly demonstrates how the Samsung Galaxy A8 takes naturally beautiful photos in all conditions – from very low lighting, to rainy evenings, to bright sunshine.
It also stands out against the ads of other mobile phone makers whose ads focus on camera settings that allow users to artificially manipulate selfies.
The two-minute film ends with the line, Capture your true self with Galaxy A8. It lets you be you.
The ad is a collaboration between creatives at Cheil, WW Seoul, Iris London and BMB London and is supported in print.
Malcolm Poynton, global chief creative officer at Cheil Worldwide, said: “Shea is the perfect person to take the Samsung Galaxy A message to Generation Z. Her creativity, authenticity and ability to connect with people shines through and throws a spotlight on the power of being yourself.”
Agency: Cheil Worldwide Network
Chief Creative Officer: Malcolm Poynton (Cheil WW)
Film Art Director: Ollie Agius (BMB London)
Film Copywriter: Pete Ioulianou (BMB London)
Film Producer: Francesca Roberts (BMB London)
Print Art Director: Al Mills and Greg Mullen (Iris London)
Print producer: Dawn Moretti (Iris London)
Global Business Lead: Euisun Chung (Cheil WW Seoul)
Senior Account Manager (Film): Katie Gowoon Hur
Account Executive (Film): Sewon Lillian Min (Cheil WW Seoul)
Senior Account Manager (Print): Min Young Yoon
Global Strategy Lead: Jeremy Thomas (Cheil WW Seoul)
Production Company: Academy Films
Directors: Shea Glover (Adolescent Los Angeles) & Novemba (Academy Films London)
Producer: Steven Overs
Editor: Stephen Dunne @ The Whitehouse
Post Production Company: Electric Theatre Collective LA
Colourist: Jason Wallis