Brief Explanation

In an age where colors are exaggerated, distorted and monitors distort reality, Samsung monitor SB970 attempts to display 0 error, real color by going out into nature and comparing real colors with the colors shown on the monitor. Under numerous constraints including variables which cannot be controlled like the sunlight, would Samsung monitor SB970 be able to display real color?

Creative Execution

Consumers today are so used to exaggerated and distorted colors shown on their monitors that they didn’t consider Samsung monitor quality as being superior to that of its competitors. By releasing its flagship monitor, SB970 which displays accurate colors through 1:1 calibration, Samsung decided to revolutionize monitor standards. Samsung’s message was to show that the most important role of monitors is to display the real colors of nature with 0 error. We went out of the studio, into nature to show that the colors shown on the monitor were a perfect replica of nature and filmed it. To do this: 1. Samsung monitor SB970 was connected to a camera 2. The footage shot on camera was displayed on the monitor 3. The identical images shown on monitor and nature were shot on camera After a lengthy testing process, problems regarding sunlight, shooting process etc. were shared openly to build consumer trust.