Directed by Sean Meehan of production house Arts & Sciences, this 45-second hero film in the Samsung Mobile “Seamlessly Connect Your Galaxy” campaign from R/GA New York highlights Samsung’s partnership with Spotify and features two young parents who discover they can pacify their crying baby with help from rapper DMX and Samsung’s ecosystem of products.
The exhausted parents realize the baby likes DMX and use their Galaxy S10+ to keep the music playing between the Galaxy Watch Active, Galaxy Buds, and Samsung TV as they move about through the house.
Credits
Client Samsung Mobile Agency R/GA New York Nick Pringle, Kim Laama, group executive creative directors; Ciaran McCarthy, Roberto Fara, executive creative directors; Josh Parschauer, creative director; Katie Facada, Thibault Gerard, Joshua Williams, associate creative directors; Ben Downard, design director; Chris Cyran, Anton Pearson, Wes Vanderpool, Tiffany Tsoi, design; Jason Saimpy, jr. art director; Ji Kim, jr. art director; Ami Moore, VP, executive production director; Meghann Mackenzie, executive strategy director; Jenna Silverman, strategy director; Carol Powley, executive content producer; Chris Detoy, Purvi Sheth, sr. content producers; Claire Dorwart, associate content producer, post; James Dick, executive creative director; Gavin Shapiro, motion design director; Natasha Saenko, 3D art director; Kai Tier, VP, technology director; Rawle Curtis, Thomas Chan, sr. technology directors. Production Company Arts & Sciences Sean Meehan, director/DP; Marc Marrie, managing partner/exec producer; Mal Ward, managing director/partner; Christa Skotland, head of production; Sam McGarry, producer; Michael Broaddus, production designer. Editorial Cut+Run Steve Gandolfi, editor; Chris Wronka, Eli Beck-Gifford, assistant editors; Marcia Wigley, head of production. Finishing Jogger NY Joey Grosso, lead Flame artist; Matt Dolven, Flame artist; Rachel Driver, Flame assistant; Mike Tockman, sr. producer. Color Company 3 Sofie Friis Borup, sr. colorist. Music “Party Up”–DMX Music Supervision Wool & Tusk Audio Sonic Union Julienne Guffain, sound designer/mix engineer.
Each year, over 300,000 volunteers power the American Red Cross, responding to an average of 65,000 disasters nationwide. This holiday season, BBDO New York has launched a poignant American Red Cross campaign to increase donations for disaster relief while spotlighting the critical role volunteers play in their mission.
The centerpiece film in this campaign--"Shelter Mom" directed by Anthony Frattolillo via production company One Free Play--tells the story of a family seeking shelter after a devastating natural disaster.
In a powerful twist, the PSA reveals how dedicated and selfless American Red Cross volunteers really are--in this case a mother separated from her family while helping other families in a time of need. The closing message drives home the call to action: “They’re relying on her. We’re relying on you. Please Donate.”
Given all the recent events, this spot really hits home, especially for certain members of the creative and production team. Director Frattolillo and his family had to evacuate from the California forest fires in 2020 and spent time in a shelter. And BBDO New York creative director Greg Gertsner had to evacuate in 1999 during Hurricane Floyd as overflow from a raging nearby river reached his family home.
