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Samsung’s New Advert Is a Story of Glamorous Insanity

To mark the launch of the Galaxy S22 Sequence and to advertise the superior Nightography options, the UK division of the tech big Samsung thought that one of the best ways to explain the ability and performance of its digital camera is to maintain us awake at night time with a story of glamorous insanity. A “bedtime story” that’s as “aggressively fabulous” because the king of the night time, dressmaker Charles Jeffrey, and as avant-garde as pop star Charli XCX. Written as a part of the model’s partnership with the British Vogue Council — which noticed Samsung change into London Vogue Week’s “Official Expertise Accomplice” — this new story offers us with a “affordable” clarification of what occurs when the night time falls.

Some folktales say that, after the solar goes down, supernatural beings change into energetic. Whether or not it’s vampires, werewolves, ghosts, or the notorious bogeyman, these imaginary creatures make the nighttime really feel scarier. However are there any causes to be afraid when it’s darkish outdoors? Properly, no. And that’s since you didn’t have the suitable instrument to examine these “creatures” correctly. Because of Samsung S22 Sequence, which options enhanced Night time Mode, issues are about to vary, permitting you to see the enjoyable issues that occur through the night time, in epic particulars.

Conceived by the company Mom London and directed by Matilda Finn by way of Biscuit Filmworks, Samsung’s 90-second-long video captures the darkness like by no means earlier than. Filmed on the grounds of Hatfield Home Property, the fashion-forward video was shot fully at night time, showcasing the energetic rhythm of the night time triggered by a person who, unable to sleep, switches the flagship smartphone’s Night time Mode on. Abruptly, the darkness, teeming with well-dressed people, begins to manifest in fascinating particulars.

Commenting on the initiative, singer and songwriter Charli XCX, says: “That was one of many craziest movies I’ve ever shot! Skipping in a farmer’s discipline, surrounded by sheep, in the course of the night time was undoubtedly a brand new expertise for me. This movie is all about capturing the wonderful and magical moments that occur when the solar goes down and celebrates the launch of the Samsung Galaxy S22 gadgets, which may seize unbelievable video at night time.”

Designer Charles Jeffrey, continues: “The inspiration for my collections come from my love of different Subcultures summary artwork and keenness for music. This collaboration with Samsung and Charli XCX, to launch the Galaxy S22 Sequence, celebrates the dreamlike experiences and reminiscences of nightlife tradition and nights out with mates.”

“We’re thrilled to companion with these two extraordinary artistic forces to rejoice the launch of the brand new Samsung Galaxy S22 Sequence. Our new gadgets allow night time images and video seize like by no means earlier than and Charli XCX and Charles Jeffrey have helped us create a few of our most compelling and ground-breaking content material but. We’re excited to be exploring the world of vogue and popular culture via our gadgets, and this marketing campaign will discover a good residence as a part of our Innovation Tech Partnership with London Vogue Week,” concludes Alex Conaway, Head of Model from Samsung UK.

Are you prepared for a journey into the darkness and discover it via Samsung S22’s digital camera lenses?


Consumer: Samsung

Company: Mom

Director: Matilda Finn

PR Company: Taylor Herring



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