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Ostrich

basics
Industry: Electronics & Audio-Visual
Media:TV & Cinema
Market:United States
Style: Minimalism
descriptioncnen
Strategy

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Execution

To launch the thought, we needed a story that could transcend language, culture, and demographics. We needed a story centered around the amazing Samsung innovations that empower dreamers to do something impossible.
Synopsis

Create a global tagline and idea platform that transforms Samsung FROM a faceless technology corporation, TO a human, purposeful brand that consumers could emotionally connect with.
Relevancy

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CampaignDescription

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Outcome

20+ million views in the first three weeksPre-order sales well out-performed projectionsAverage viewing duration over 1:2024 million minutes spent watching our Ostrich do what she can't

Idea

The fully photo-real and anatomically correct ostrich at the heart of this film makes this a stunning animation triumph. To bring the central character to life, a reference shoot with real ostriches took place in South Africa, before the photo-real CG counterpart was crafted with added character, such as his clumsy gait to add personality. Ostrich feathers are extremely fluffy and dynamic – and unlike any other bird our VFX artists have created before. To accurately simulate their length, texture and dynamism, we developed new and bespoke proprietary software. An extraordinary level of craft enabled those CG feathers to believably interact with atmospheric and environmental effects such as ground and dust; as well as invisibly integrate footage of the real ostrich with the CG close ups. Overall – an incredible animation challenge, impeccably executed.
BriefExplanation

Opening with a curious ostrich stumbling into a VR headset we see the character begin to dream of achieving the impossible. “We make what can’t be made so you can do what can’t be done,” Samsung proclaims as the ostrich reaches new heights. Achieving the impossible is at the heart of this spot. Wearing the VR headset the ostrich is transported into a new world via a flight simulator, and with Elton John’s ‘Rocket Man’ playing, the bird sees what it is to fly – and ends up teaching his flock to achieve lift-off.
credit
Brand:
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Other credit:Entrant Company: MJZ, Los Angeles, USA
Senior Executive Producer, Eriks Krumins, MJZ
President, David Zander, MJZ
Grade, MPC, MPC
Global Chief Creative Officer, Mark Tutssel, Leo Burnett Chicago
US Chief Creative Officer, Britt Nolan, Leo Burnett Chicago
SVP, Creative Director, Colin Selikow, Leo Burnett Chicago
SVP, Creative Director, Vince Cook, Leo Burnett Chicago
Associate Creative Director, Alan Shen, Leo Burnett Chicago
Associate Creative Director, Chris Walker, Leo Burnett Chicago
SVP, Executive Producer, Matt Blitz, Leo Burnett Chicago
SVP, Global Business Lead, Radim Svoboda, Leo Burnett Chicago
Global Account Director, Ashley Beam, Leo Burnett Chicago
Global Account Supervisor, Huy Ngo, Leo Burnett Chicago
Global Account Executive, Emily Smith, Leo Burnett Chicago
SVP, Global Strategy Director, Kara Yang, Leo Burnett Chicago
VP, Global Strategy Director, Chris Bridgland, Leo Burnett Chicago
Talent Manager, Mike Hurley, Leo Burnett Chicago
Senior Business Manager, Rhonda Senase-­‐‑Thome, Leo Burnett Chicago
Director of Music, Chris Clark, Leo Burnett Chicago
Assistant Music Producer, Alec Stern, Leo Burnett Chicago
Colourist, Mark Gethin, MPC
Executive Producer, Colour, Meghan Lang, MPC
Colour Producer, Rebecca Boorsma, MPC
Associate Colour Producer, Elyse Robinson, MPC
Executive Producer, VFX, Karen Anderson, MPC
Previs Team, Jeremie Abrial, MPC
Previs Team, Xavier Zahrra, MPC
Coordinator, Dori Sharvit, MPC
awards
D&AD 2018
Yellow Pencil Film Advertising Crafts
Special Effects for Film Advertising
D&AD 2018
Graphite Pencil Film Advertising
TV Commercials 61-120 seconds
D&AD 2018
Wood Pencil Film Advertising Crafts
Use of Music for Film Advertising
The One Show 2018
Best of Discipline Moving Image Craft
Craft - Visual Effects / Single
The One Show 2018
Gold Pencil Moving Image Craft
Craft - Visual Effects / Single
The One Show 2018
Gold Pencil Moving Image Craft
Craft - Animation / Single
The One Show 2018
Silver Pencil Branded Entertainment
Online / Short Form - Single
The One Show 2018
Bronze Pencil Film
Television / Long Form - Single
The One Show 2018
Merit Moving Image Craft
Craft - Cinematography / Single
Cannes Lions International Festival of Creativity 2017
Gold Film Craft
Direction
Cannes Lions International Festival of Creativity 2017
Gold Film Craft
Animation
Cannes Lions International Festival of Creativity 2017
Silver Film
Durable Consumer Goods
Cannes Lions International Festival of Creativity 2017
Silver Film Craft
Use of Licensed / Adapted Music
Cannes Lions International Festival of Creativity 2017
Bronze Entertainment
Online: Fiction under 15 minutes
Cannes Lions International Festival of Creativity 2017
Shortlist Film Craft
Script
Cannes Lions International Festival of Creativity 2017
Shortlist Film Craft
Production Design / Art Direction
Cannes Lions International Festival of Creativity 2017
Shortlist Film Craft
Cinematography
Cannes Lions International Festival of Creativity 2017
Shortlist Film Craft
Editing
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