SOUTH Music and Sound used literal car sound effects to create a modern hip hop song in this spot, “Feel Every Detail,” for Genesis directed by Vania & Mugia of production company Iconoclast for agency Innocean.
As we see the car’s many beautiful features appear on screen, the images dovetail with the vehicle’s sounds in a way that adds a unique dimension. The soundtrack seemingly emerges from the car, enabling us to “feel every detail.”
The SOUTH team included creative directors Matt Drenik and Dan Pritikin, composers Mike Mac and Jon Darling, executive producer Ann Haugen and associate producer Alina Fox.
Sound design/mixing house was Lime Studios with Michael Anastasi serving as sound designer and Dave Wagg as audio mixer.
CreditsClient Genesis, Hyundai Motor Co. Agency Innocean Jason Sperling, chief creative officer; Brandon Mugar, executive creative director; Marcella Coad, group creative director; Miguel Mayen, creative director, art director; Craig Lederman, associate creative director, copywriter; Kristen Perry, associate creative director, art director; Paul Fung, sr. copywriter; Aaron Onsurez, sr. art director; Nicolette Spencer, head of production; Melissa Moore, director of content; Brandon Boerner, executive producer; Natalie Santana, sr. content producer. Production Company Iconoclast Vania & Mugia, directors; Charles-Marie Anthonioz, managing director; Valerie Romer, exec producer; Joanna Nelson, head of production Gabrielle Yuro, producer; Paul Meyers, DP. Editorial Cartel Leo Scott, editor; Eric Offenhauser, assistant editor; Lauren Bleiweiss, managing director; Viet-An Nguyen, exec producer; Cassandra Guardado, sr. post producer. Music & Sound SOUTH Music & Sound Matt Drenik, Dan Pritikin, creative directors; Mike Mac, Jon Darling, composers; Ann Haugen, exec producer; Alina Fox, associate producer. Sound Design & Mixing Lime Studios Michael Anastasi, sound designer; Michael Baran, sound design assistant; Dave Wagg, audio mixer; Matthew Conzelmann, audio assistant; Cassie Underwood, producer; Susie Boyajan, exec producer.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More