Apple isn’t used to being pilloried. It certainly would not have expected the flak that Crush has spawned. First came a downpour of negative comments, then someone in China reversed the film to make it better. Now Samsung has seized the moment to mock it.

BBH USA has launched Creativity Cannot Be Crushed, that celebrates the creative soul and the idea that creativity comes from within and is something that technology can’t take obliterate. The core belief aligns with Samsung’s mission of supporting people to be their best by enabling creativity through innovative products.

The entire project from concept to final edit was completed with a rapid turnaround to launch while the Crush conversation was still running, led by director, Zen Pace.

“True artists, makers and creators know that creativity always finds a way,” stated Estefanio Holtz, executive creative director, BBH USA.

Credits
Client: Samsung Electronics America
VP, Mobile Experience Marketing: Olga Suvorova

Creative Agency: BBH USA
President: Agnes Fischer
Chief Creative Officer: Erica Roberts
Executive Creative Director: Estefanio Holtz
Art Director: Sofia Magdalena Gahn
Chief Strategy Officer: Samantha Deevy
Director of Production: Deb Archambault
Producer: Doug Harrison

Production: BBH USA
Director: Zen Pace
Producer: Henry Wolf

Post Production: Habor
Colourist: Oisín O’driscoll
Colour Assistant: Joni Brandenburg
Executive Producer: Nadia Dabibi
Producer: Brad Martin

Sound: Harbor
Sound Mix: Diego Arancibia
Producer: Lauren Boyle

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