As Samsung launched the "Samsung Galaxy A5" and "Samsung Galaxy A7", a mobile phone with strong selfie function, they needed a new way to appeal to 20s who use that function a lot. So Samsung decided to make a web documentary with the purpose of “What we want to say to 20’s people” and our team participated in the journey.
A magical new way to get selfie with Galaxy A5 and Galaxy A7. In 2014, Samsung launched new mobile devices, Galaxy A5 and Galaxy A7, and they needed to appeal 20's these devices which have strong and innovative camera for mind-blowing detail. User can customize selfie's effects and functions, such as photo filter, adjusting face(eye's, nose, shape, volume, etc.) and etc. The point is "what you want to say to 20's". We had to make web docu that could show content that 20's would like and amazing camera function. So we went through a lot of idea meetings and started to make web documentary with the keyword, "Some" which was very popular at that time and that everyone had experience at least once.
To make resonable scenario and deliver messages, we had to put 4 factors into storytelling. Those are identifiable character, authentic emotion, siginificant moment and specific details. Also, thinking of circumstances that everyone would have experienced at least once, it was important to arouse sympathy. So we decided to choose video message form to send to the other side, and let them say what she or he wanted.
We needed some people who had hurt or good experience from "Some" and they had to lead story. It was not unique experience so people around us were the best to be a character, not a celebrity who can arouse sympathy.
One of the most important thing about this project was "projecting true emotion through a character's circumstance and resonate people." So we just heard their story and put that into video. We just wanted that video to be sincere space where they could talk about their story with no burden that they hadn't said until now, and also be a medium for delivering the message "don't be sad" to the viewers.
Not to be stale, we need a cathartic scene. So we made circumstance where he or she could send message directly to the other side what had been meaning to say. That's the important point of video that could show and tell our purpose.
Like space for characters, it was also important to make an immersive environment for the viewers. We collaborate with illustrator artist, Cho, and discussed about graphic to show concept of video and recall one's own experience lightly while watching video. In addition, we participated in video edit process with post production, Eliot, and finally released the video.
Offer
Agency
Production
Story & scenario and art
Illustrator
Edit & post production