Samsung: Sami the Robot
Through the eyes of a real delivery robot we discover the craftsmanship of Samsung mobile devices as 'Sami' guides us through a mobile phone factory during a regular working day.
ROLE: CONCEPT / CREATIVE DIRECTOR TYPE: COMMERCIAL CLIENT: SAMSUNG AGENCY: R/GA
CONCEPTION
Traveling to Vietnam to research the project, there I discovered the unique way in which the Samsung product assembly comes together; with the aid of cute little autonomous robots. This insight proved an apt way to humanize technology.
STORYBOARD IN ACTION
To bring this concept to life, the creative team worked tirelessly together with director Michael Spiccia and production at Art and Sciences. This side by side comparison below highlights 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
1ST AD
Jeremy Fitzgerald
DIRECTORS OF PHOTOGRAPHY
Jeremy Rouse, Germain McMicking
EXECUTIVE PRODUCER
Mal Ward
PRODUCTION DESIGNER
Guy Treadgold
HEAD OF PRODUCTION
Christa Skotland
LINE PRODUCER
Ben Scandrett-Smith
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
POST PRODUCTION / FX
POST PRODUCTION
The Mill
COLORIST
Tom Poole @ Company 3
MUSIC
Danny Dunlap
SOUND DESIGN
Rommel @ Beacon Street Studios
ROBOT DESIGN
Peter Savieri and Legacy Effects
Related work
CASE STUDY