Ad of the Day: Samsung’s Dreamy Holiday Ad Tells a Moving Fairy Tale on 74 Screens

Sweet tale, sweeter execution

Some 74 synchronized devices, from a two-inch watch screen to a 65-inch curved Samsung TV—and everything in between—make an animated dream come alive in Samsung's lovely holiday spot.

R/GA created the ad, which was one enormous exercise in timing. It required the agency—and production company 1st Ave Machine—to build not only the dreamscape itself, but a special program to synchronize all the devices within it. They also had to precisely time the camera's movement so that, after all the hours of preparation, all they had to do was hit start and let everything play through.

Check out the making-of video below to see some interesting footage of the storyboards, hear from the director and muse about whether multiple screens truly add to the dreamlike quality of the adorable cartoon.

Either way, the story of a little girl chasing her stocking through a dream world is cute. And besides, the message is clear: Samsung would like you to dream about a nice Note or Galaxy this holiday.


Client: Samsung Telecommunications America

Chief Marketing Officer: Todd Pendleton

Sr. Director, Digital Marketing: Colleen McDuffe

Sr. Manager, Digital Marketing: John T. Field

Spot: "Samsung Holiday Dreams"

Agency: R/GA

Group Executive Creative Director: Al Patton

Creative Director: Qian Qian & Tristan Kincaid

Associate Creative Director, Copy: Emily Zaborniak & Ethan Schmidt

Art Director: RG Lacandola

Group Account Director: Helder Santo

Account Director: Joshua Lanz

Account Planner: Sarah Vining

Head of Production: Dave Kalvert

Senior Producer: Ashlye Vaughan

Producer: Sherilyn Ferdinand, Production

Producer: Adam Becht, BTS Video

Sound: Michael Fueser

Director/DP of BTS Video: Andrew Dowd

Lead Editor, BTS Video: John Gramglia

Asst. Editor, BTS Video: Kristen Zephyrus

Technical Director: Michael Piccuirio

Lead Product Architect: Aaron Ambrose

Production Company: 1st Ave Machine

Directors: Ben Steiger Levine, Martin Allais

EP/Partner: Sam Penfield

Producer: Jil Hardin

Associate Producer: Christina Jang

Production Supervisor: Lucy Sheridan

Production Coordinator: Karen Berkowitz

DP: Khalid Mohtaseb

PD: Marcos Lutyens

Editorial: 1st Ave Machine

Post-Production EP: Garrett Braren

Head of Production: Lisanne McDonald

Post Producer: Mike Sullo

Visual Effects Director: John Loughlin

PreVis 3D: Dan Bollwerk

PreVis 2D: Chris Russo, Beryl Chen

Smoke Conform: Phil Akka

TD: Christina Caravella

Original Music and Sound Design: Human

@rebeccacullers Rebecca Cullers is a contributor to Adweek.
Publish date: December 17, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT