Title | LOOK AT ME |
Brand | SAMSUNG ELECTRONICS |
Product / Service | LOOK AT ME APP |
Category | A01. Direction |
Entrant | BREAKFAST FILM Seoul, SOUTH KOREA |
Entrant Company | BREAKFAST FILM Seoul, SOUTH KOREA |
Advertising Agency | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Production Company | BREAKFAST FILM Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Sean Yoo | Breakfast Film | Director |
Wooyoung Nam | Breakfast Film | Assistant Director |
Jed Park | Breakfast Film | Executive Producer |
Hyukjun Lee | Breakfast Film | Producer |
Jeongkeun Yoo | Cheil Worldwide | Chief Creative Officer |
Wain Choi | Cheil Worldwide | Executive Creative Director |
Kevin Pereira | Cheil Worldwide | Creative Director |
Jax Jung | Cheil Worldwide | Associate Creative Director |
Joohee Lee | Cheil Worldwide | Art Director |
Seeun Kim | Cheil Worldwide | Art Director |
Adrian Sim | Cheil Worldwide | Copywriter |
Songha Lee | Cheil Worldwide | Copywriter |
Jongbin Lee | Cheil Worldwide | Account Executive |
Andy Sungkyoon Wang | Cheil Worldwide | Account Executive |
Diane DY Lee | Cheil Worldwide | Account Executive |
Chris Seongwook Kim | Cheil Worldwide | Project Manager |
Hanvit Kang | Freelancer | Cinematographer |
Jaesung Kim | Freelancer | B Camera Operator |
Chihyoung Lim | Freelancer | 1st Assistant Camera |
The film starts with a mother is trying to talk with her son, Jong-Hyun. She gazes into her son's eyes, hoping to make eye-contact. However, he's not responsive and does not look back his mom. Millions of children with autism struggle to make eye contact with others; Jong-Hyun Kim, an 11-year-old boy from South Korea, is one of them. The mother feels isolated from her son. She's like a stranger to him, and her gaze, longing to connect with her son, has been left unanswered. However, Jong-Hyun begins to look at his mom through the lens of a camera, using "Look At Me" app. "Look At Me" is a program developed for children with autism to improve eye-contact. Jong-Hyun keeps on taking pictures of his mom's face, looking at her eyes. Taking pictures of her, he steps towards his mom, as if he's finally getting closer to his mom. A panning shot reveals Jong-Hyun and his mom after 8 weeks of training with "Look At Me" They are sitting down, facing each other, Looking into each other's eyes. They can now connect as a mother and a son. Her wish has finally come true.