• Situation

Google and Samsung worked together to develop a new smartphone that can help people take the perfect selfie. With the new Galaxy Z Flip 5, you can take hands-free selfies and avoid the awkwardness of stretching your arms or dangerously propping your phone somewhere.

• Brief

Launch the phone in a very impactful and memorable way while also connecting with GenZ and their habits and behaviours.

• Objectives

Raise awareness for the phone and position Google and Samsung as providers of amazing tech solutions that solve problems no one has addressed before.

Casting for such specific roles usually takes a lot of time. Because of the launch and production timeline, we didn't really have that luxury. So, we compensated that by coming up with an integrated process that had the director and our creative team working closely together to speed up the process and allow for quicker decisions.

While looking at hundreds of tapes, we focused on how similar these people were to Grant Wood's painting - going so far as putting the casting videos side by side with a reproduction of the painting to better compare them. We also needed to ensure they were expressive enough to carry the film without saying almost anything. In the end, though, the couple who was cast stood out so much that the decision practically made itself.