Samsung Galaxy: “LeBron Dunk” | “Pencil”


Samsung Galaxy Note 3: “LeBron Dunk”

Samsung Galaxy Tab Pro 10.1: “Pencil”

COMMERCIAL
ROLE: Senior Flame Artist / VFX Compositor
VENDOR: The Mill
AGENCY: 72andSunny

I clearly recall these two spots being a total pain in the ass. Both were focused on Samsung’s Galaxy family of mobile devices, the former “LeBron Dunk” on the Note 3, and the latter “Pencil” on the Galaxy Tab Pro 10.1. And both were poking fun at their main competitor Apple, and their mobile equivalents.

That brings me to “LeBron Dunk.” This was challenging for two reasons. The footage couldn’t be digitally altered in any way, since this was a comparison between the two screen displays. That proved difficult, when addressing content revisions, because both screens had to be reshot side-by-side, on their respective devices, under the same lighting conditions, to uphold the validity of the comparison. And there were a lot of revisions.

I worked on all the wide side-by-sides, as well as the endcard, which featured the only CG element. I also contributed concept work to deciphering the look of the background environment, which admittedly doesn’t look like much. But it took a lot of back and forth to arrive at the given dark nebulous space that appears in the spot.

“Pencil” had similar background challenges. Again, this spot was shot all in-camera. But finding the correct lighting and depth cues to reveal each device had to be refined in post. And the right shade of darkness on the background surface helped determine that.

I contributed the opening reveal, the side-by-side screen comparison, which also had the same complexities as “LeBron Dunk,” and the endcard, which again featured the only CG element.