The Samsung OLED TV is an evolution in TV technology, creating a picture with unprecedented detail, vibrancy and colour.

The campaign platform and creative idea, Life in Every Pixel, was born out of the truth that the pixels are made from organic material (hence OLED), and that they bring the picture to life in an unparalleled way.

The script starts with a single pixel which drops into a lifeless sea to create the first, most simple of life forms. The pixels reform, evolving ever more complex creatures. A barren world is populated with life, from the tiniest of creatures under the canopy to larger animals, creating a scene teeming with colour and life.

Samsung OLED TVs create unprecedented picture quality with truly natural colors and images by organic /self-illuminating pixels, which remove the fundamental limitations of past TVs. So no colour filters and no backlighting.

The overarching objective was to announce the launch of the Samsung curved OLED TV. A TV technology that is a new era for the category, giving the viewer a picture quality and experience that is more immersive than anything ever before. The challenge was to establish Samsung as the brand that defines this new TV category and reinforce its premium leadership positioning.

The ad looked to use in camera effects as often possible, using CG minimally, and with in camera elements as their base. This was core to the idea to further reinforce the product truth of delivering the most natural colour and imagery like never before.