These new spot in the latest campaign for Samsung explores one key feature of the latest Samsung Galaxy S5 phone, while expressing the value of each feature (water resistant, fast auto-focus & finger scanner) via an incredibly whimsical, fun and dynamic journey through three distinct worlds of vibrant graphics and seamless, artful transitions.

This project had an interesting set of challenges quite different than other projects we’ve done. The process of working with the client to develop the storylines was somewhat unorthodox. Also, these are to be used on outdoor billboards with different formats, tall and wide, in five countries across the world. We had to design and animate within a square format that could be cropped to meet different delivery specs. We made sure to check the tall and wide crops of this square to keep our compositions working well in either case.

We had a lot of story to fit into very little time, and all to be viewed from a distance on city streets. We worked hard to make the compositions easily legible and the transitions between scenes smooth and seamless. Ultimately it was a healthy mix of 2d, 3d, and cel animation put through several experiments and iterations that helped us deliver the results.