Samsung
Connected Living
Creative Direction for Samsung Connected Living, a modular video series showcasing how all their devices seamlessly work together.
During the early pandemic, the whole industry was forced to find new ways to work together – this project was no exception. Original plans for a New York based production quickly flew out the door. Ultimately we found ourselves working with a Korean production, managing extreme timelines, opposing timezones, and massive language gaps. The entire shoot took place over the span of 5 days in a studio outside of Seoul, with my US based team glued to a in monitor live-feed for feedback.
To optimize our process, we planned an entirely modular set consisting of movable walls and platforms to allow easy scene transitions and rearranging for each shot. The finished product resulted in a colorful yet flexible series with playfully aware touches.
driven and dedicated athlete, music teacher, and role model who is aiming to become the very first African-American professional road cyclist.
During the early pandemic, the whole industry was forced to find new ways to work together – this project was no exception. Original plans for a New York based production quickly flew out the door. Ultimately we found ourselves working with a Korean production, managing extreme timelines, opposing timezones, and massive language gaps. The entire shoot took place over the span of 5 days in a studio outside of Seoul, with my US based team glued to a in monitor live-feed for feedback.
To optimize our process, we planned an entirely modular set consisting of movable walls and platforms to allow easy scene transitions and rearranging for each shot. The finished product resulted in a colorful yet flexible series with playfully aware touches.
Create your own connected life with a network of Samsung devices that simply work together. See it in action through a variety of videos and a web experience that paints the story of how to live in a modern home
“When I started there were no other black female cyclists for me to look up, so I decided to be that role model for others. Its my responsibility not to quit, because I have people who believe in me.”
Create your own connected life with a network of Samsung devices that simply work together. See it in action through a variety of videos and a web experience that paints the story of how to live in a modern home
Samsung
Razorfish NYC
As the creative director for this project, I ran a slim team made up of 2 copywriters, 3 producers, 2 visual designers with Tim Wolf, GCD, overseeing our progress. The process started from the ground up with only a list of product bundles and key selling points to lay the foundation for our stories. We built out those raw ideas over the span of a month, transforming stories into storyboards, character cards, talent casting, drawing out art direction for everything from camera instructions to set design. Since we were working remotely with the Korean production team, no stone was left unturned.
Once the shooting was over, the work went on to the editing table, creating various cuts, reworking storyboards with client feedback, retouching stills, and creating a digital experience to house the videos and product bundles on Samsung.com.
Shot in South Korea.
Samsung
Razorfish NYC
As the creative director for this project, I ran a slim team made up of 2 copywriters, 3 producers, 2 visual designers with Tim Wolf, GCD, overseeing our progress. The process started from the ground up with only a list of product bundles and key selling points to lay the foundation for our stories. We built out those raw ideas over the span of a month, transforming stories into storyboards, character cards, talent casting, drawing out art direction for everything from camera instructions to set design. Since we were working remotely with the Korean production team, no stone was left unturned.
Once the shooting was over, the work went on to the editing table, creating various cuts, reworking storyboards with client feedback, retouching stills, and creating a digital experience to house the videos and product bundles on Samsung.com.
Shot in South Korea.
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Visible & InvisiblePhoto
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©2024 Dan Ashley
Contact dan@danashley.net