| Title | GS6 NEXT IS NOW |
| Brand | SAMSUNG |
| Product / Service | GS6 |
| Category | A04. Production design/Art direction |
| Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
| Entrant Company | LEO BURNETT SYDNEY, AUSTRALIA |
| Advertising Agency | LEO BURNETT SYDNEY, AUSTRALIA |
| Production Company | MOTH PROJECTS Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Andy Dilallo | Leo Burnett Sydney | Chief Creative Officer |
| Mark Tutssel | Leo Burnett Chicago | Global Chief Creative Officer |
| Sharon Edmondston | Leo Burnett Sydney | Creative Director/Art Director |
| Misha Mcdonald | Leo Burnett Sydney | Creative Director/Copywriter |
| Renata Barbos | Leo Burnett Sydney | Lead Tv Producer |
| Renata Barbos | Leo Burnett Sydney | Tv Producer |
| Amanda Quested | Leo Burnett Sydney | Client Service Director |
| Laura Dowling | Leo Burnett Sydney | Account Management |
| Jeff Darling | Moth Project | Account Director |
| Jonathan Samway | Moth Project | Exeuctive Producer |
| Nerissa Kavanagh | Moth Project | Executive Producer |
| Kate Rule/Alistair Pratten | i4Casting | Casting Director |
| Mike Simonetti | The Magician | Music/Band |
| We Love Jam | We Love Jam | Sound/Mix |
To dramatise the striking features of the Samsung G6, we captured (in camera) projections, creating a visceral explosion of progressive storytelling – all themed around COLOUR, DESIGN and POWER. Vibrant colour was used to represent the various qualities of the phone. For example, botanic textures were used to illustrate design aspects of the handset, while electricity imagery delivered a battery power story. As Samsung’s mantra is ‘human technology’ we used humans as the canvas, projecting their dreams and aspirations on to them within in abstract and intangible space. This, combined with a non-abrasive voiceover suggesting the subconscious mind, created something we haven’t seen before.