Samsung: Sami the Robot

CONCEPT AND CREATIVE DIRECTION

Through the eyes of a real delivery robot (Sami) we discover the craftsmanship of Samsung mobile devices as Sami guides us through a mobile phone factory during a regular working day.

Traveling to the Vietnam to research the project, we discovered the unique way in which their product assembly comes together; with the aid of cute little autonomous robots. Together with the help of a hard working team at R/GA, my idea to humanize technology came alive.

TYPE: COMMERCIAL    CLIENT: SAMSUNG    AGENCY: R/GA

— STORYBOARD IN ACTION —

Shot entirely in a real Samsung factory, our creative team worked tirelessly together with director Michael Spiccia and production at Art and Sciences to bring the concept to life. This side by side comparison below highlights how my original vision matched with the final result.

— CREDITS —

AGENCY - R/GA

 

ASSOCIATE CREATIVE DIRECTOR, ART DIRECTOR
Ty Johnson
-
CHIEF CREATIVE OFFICE
Taras Wayner
-
EXECUTIVE CREATIVE DIRECTOR
Eric Jannon
-
EXECUTIVE CREATIVE DIRECTOR
Chris Northam
-

CREATIVE DIRECTOR, WRITER
Sheena Brady
-
CREATIVE DIRECTOR, ART DIRECTOR
Mike Warzin
-
EXECUTIVE CONTENT PRODUCER
Monique Veillette
-
STORYBOARD ARTIST
Wing Lo
-

PROJECT MANAGER
Nicole Green
-
SVP, GROUP MANAGING DIRECTOR
Robin Forbes
-
EXECUTIVE STRATEGY DIRECTOR
Dennis Claus
-

PRODUCTION - ART & SCIENCES
 

DIRECTOR
Michael Spiccia
-
LINE PRODUCER
Ben Scandrett-Smith
-

DIRECTORS OF PHOTOGRAPHY
Jeremy Rouse, Germain McMicking
-
EXECUTIVE PRODUCER
Mal Ward
-

HEAD OF PRODUCTION
Christa Skotland
-


EDITORIAL - ROCK PAPER SCISSORS
 

EDITORS
Angus Wall, David Brodie & Neil Meiklejohn
-
ASSISTANT EDITORS
Lauren Dellara, Patrick Tuck & Martin Hsieh
-

PRODUCERS
Shada Shariatzadeh & Dina Ciccotello
-
EXECUTIVE PRODUCER
Raná Martin
-

HEAD OF PRODUCTION
Shada Shariatzadeh
-
MANAGING DIRECTORS
Linda Carlson & Jennifer Sofio Hall
-